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2008-05-17T00:09:29-01:00MMA Global :: Article
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http://mmaglobal.com/modules/article/images/logo.pngtext/html2008-03-27T07:00:00-01:00http://mmaglobal.com/modules/article/Abbie WeissMcDonald’s Hüttengaudi (12snap Germany)
http://mmaglobal.com/modules/article/view.article.php/1901/c1
Category: Case Studies<div style="margin: 0in 0in 0pt; text-indent: 0in"><font size="6"><span style="font-size: 8.5pt; color: #7f7f7f"><u>McDonald’s Hüttengaudi (12snap Germany)<input class="" type="image" height="30" width="100" src="http://mmaglobal.com/uploads/fckeditor/image/12snap_logo_rgb_100x30.gif" align="right" /></u></span></font></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f"><strong>Brand</strong>: McDonald’s </span></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f"><strong>Agency</strong>: 12snap Germany</span></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f"><strong>GOAL: </strong></span></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">We were challenged to charge the McDonald’s “Hüttengaudi 2008” in Germany with emotion. The magic word: interaction! Reach out to the audience at the restaurant, take them on a journey and put them back to the POS.</span></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f"><strong>SOLUTION:</strong></span></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">To build a buzz around “Hüttengaudi”, we created a virtual dancefloor and asked the audience for a dance “Move your Lederhos’n!” and do the traditional “Schuhplattler”.</span></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">Everyone can create their own Schuhplatt’l video by choreographing the dance from different styles and music and send it on to friends via MMS or e-mail. </span></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">A simple mechanic, multiplied with a high fun factor and viral components, called attention to products such as “Emmentaler Herzen” and co.</span></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f"><strong>RESULT:</strong></span></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">Within 3 months, over 4.000.000 people hit the site. </span></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">Over 500.000 videos were sent on to friends, and each has been viewed several times. Viral effects brought nearly half of the traffic to the site. </span></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">Also on YouTube, MyVideo & Co. - the audience started their own web competition. Who’s doing the “Wad’l Klatscher” best?</span></div>
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<p><span style="font-size: 8.5pt; color: #7f7f7f">American blogs even take the “good old German tradition” overseas.</span></p>
<p><span style="font-size: 8.5pt; color: #7f7f7f"><input class="" type="image" height="344" width="455" src="http://mmaglobal.com/uploads/fckeditor/image/McDonalds.JPG" align="left" /></span></p>
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