24 events. In 24 cities. Over 24 hours.
imlovinit24 ushered in a new era of multichannel global storytelling for McDonald’s as it evolved from a traditional marketer into a modern content producer.
TBWA NY orchastred 24 markets with agency partners from Leo Burnett, DDB and OMD.
Content Manager partner and I served as the Global Social Leads for this project. We provided global content strategy, social creative direction and content/production expectations and workflows to all 24 markets across four agency networks.
Amplifying Creative
Provides global direction to regional+local networks on how to “socialize” their ideas to make them even bigger on the day, before and even after.
Event GIFs
Concepted teaser visuals for hero events. Clients loved them so they asked us to create one for all 24 events, to be used for press.
Prototyping
Worked with UX and designer on designing and developing a prototype of the tumblr hub that housed over 1,000 pieces of owned and UGC content.
The 36 Hour Day
Hour-by-Hour Planning
To ensure the best local content gets captured, aggregated, packaged and distributed as effectively as possible on the day, we had to orchestrate content production consistencies, legal guideline alignment, train across markets and varying competencies and capabilities.
Remixed Content
For 36 hours, we selected content from markets’ published posts and/or their inventory of legally-approved content to amplify globally by repurposing, reacting or creating original content.
New Way of Working
Working with five of the largest advertising networks, 24 local markets, and 450+ people required a systematic change in communication. Slack allowed us to be instantaneous, direct, and organized to free our global teams from the shackles of (what would have been 21,000) emails during our real-time events. Chute made it possible to upload and manage multiple market real-time assets, streamline and centralize talent releases and stakeholder approvals, and automate UGC requests & approvals.
