Beautifully simplistic, well executed and far reaching idea by McDonalds in Canada called Our food, your questions. Just to contextualise this. Remember the incredibly expensive curated piece of content that McDonalds Australia created a little while back that aired on channel 7?
This execution is in direct contrast to that. McDonalds has asked people across Canada to pose questions about its processes and ingredients. The campaign is accessible via a multitude of platforms including Website, Mobile, YouTube and Facebook. All questions posed are answered for everyone to see. On top of that they are even generating more in-depth content around some of the answers. One YT clip has garnered 6 mil views so far explaining why their burgers look different in ads to real life.
This is a brand that their are many urban myths surrounding and this is a fantastic way of confronting those head on. Engaging with consumers and having a frank, transparent conversation about its products and processes. I wish McDonalds here would have come up with (had the balls) to harness the social web and implement something as engaging, simple and effective as this. I would not be surprised to see this rolled out internationally.
Check out the activation here: