That Place with the Unbranded Campaign

How do you generate buzz for one of the most iconic brands on the globe? By convincing consumers to google “That Place Where the Coke Tastes So Good”. To pull it off, we launched a fully integrated campaign starring Mindy Kaling across TV, YouTube, social, print and radio that pushed the delicious taste of McDonald’s fountain soft drinks. There was just one catch: all the ads were free of any McDonald’s branding. The gambit paid off. By never mentioning the brand name, we earned half a billion earned media impressions in under 24 hours, an 18,400% spike in Google searches, and the most successful product trial in company history.

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