McDonald's launches global imlovinit24 campaign, which will see 24 gifts of joy, over 24 hours, on March 24, in 24 cities around the world

McD_imlovinit24.jpgMACCAS-24-2.jpgMcDonald's fans in New Zealand today got a big surprise when they opened their Big Mac burger boxes. Lucky customers at McDonald's Lunn Ave, in Mt Wellington, became the first in the world to have the iconic burger say quirky comments, sing songs and make funny sound effects. 

It was the first part of a global initiative, known as imlovinit24, which will see 24 gifts of joy, over 24 hours, on March 24, in 24 cities around the world. Through imlovinit24 - a collaboration of McDonald's roster agencies - including TBWA, OMD, Leo Burnett, DDB, Cossette and Ruder Finn - McDonald's aims to bring the world together virtually, illustrating what the brand does every day - serving joy to millions of people.

Australia kicked off the initiative, the first of its type for McDonald's, with a giant "Playland style" ball pit shaped like a cup of coffee in Sydney, giving away a free morning coffee to all participants.

As the day rolls on fun and creative ideas will come to life in countries across the world, including a pajama party in Italy, where customers in pajamas receive free breakfast for 24 days; an ice coupon contest in Brazil, in which customers must redeem their coupon at a nearby McDonald's before it melts; and special drive-thrus in the Philippines, Denmark and Vietnam.
MACCAS-24.jpgThe world-wide initiative will end in the US with a free concert from global R&B singer Ne-Yo, who will sing a "Lovin'" anthem composed of crowd-sourced lyrics from fans. imlovinit24 will unfold throughout the 24-hour period on, where customers around the world can digitally experience events in other global cities.

The unique Big Mac packaging was designed and made specifically for this initiative, including a bespoke sound device and a range of audio effects. McDonald's New Zealand invited Big Mac fans to attend the event via its Facebook page, and footage will be integrated into a video showing imlovinit24 come to life around the world.

Says McDonald's New Zealand marketing director Chris Brown: "We thought this would be a fun way to surprise and delight our customers and bring a little bit of joy to their day and add to their McDonald's experience."

Says Matt Biespiel, Senior Director, Global Brand Development, McDonald's Corporation: "At McDonald's, the customer experience is the focus of everything we do. Today, through imlovinit24, we're focusing on the fun of our brand and uniting and engaging with our customers in something truly positive: sharing 24 moments of joy to millions of people around the world in 24 hours."

More #imlovinit24 content will be shared throughout the next 24 hours - go to

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.