McDonald’s I’m Lovin’ It 24 campaign continues to spread the love across the world, this time in the form of a unique slot machine intended to surprise beachgoers in Rio de Janeiro with free delicious treats.
The global campaign – which launched March 24 – aimed at bringing the world together by giving 24 gifts of joy to 24 cities in a 24 hour timeframe. The slot machine was just one of the many fun guerilla marketing campaigns that got the world talking about McDonald’s. When the single button slot machine was pressed, it instructed people to perform a special task for a chance to win a sweet treat. But what was even cooler: the voucher was made of ice, so winners would have to race to the nearest McDonalds – cheered on by eskimos and people dressed in polar bear costumes – to redeem their coupons before they “expired,” or melted. To keep up with the campaign, the brand encouraged participants to share their experiences socially via #imlovinit, which saw over 40,000 mentions on Facebook and Twitter within the first day alone. Even more impressive, it was the first time McDonald’s hit top ten worldwide conversation volume on Twitter. The slot machine stunt not only tied seamlessly with the global campaign’s initiative of bringing joy to people around the world, it also encouraged individuals to visit a local McDonald’s restaurant to enjoy a refreshing reward. McDonald’s was able to successfully strengthen their relationship with consumers by creating a fun and memorable experience for them to enjoy.