PROBLEM

McDonald’s launch of its new fresh beef Quarter Pounder was based on a simple insight — a great tasting burger leaves people speechless. So how do you extend a “Speechless” campaign to YouTube, where sound is an essential part of the experience?

SOLUTION

McDonald’s put a first-of-its-kind twist on closed captioning by hacking YouTube’s closed captioning tool. YouTube specific content was created where viewers could click on the closed captioning button, and instead of being able to read what was being said, they’d be able to read the thoughts of some of the biggest personalities out there who were left speechless by the fresh beef Quarter Pounder.

INFLUENCERS

To amplify the campaign further, McDonald’s got YouTube’s most popular influencers and creators in on the action, leaving them speechless as well.

RESULTS