BACKGROUND

The Worldwide Favorites menu is a limited-edition line of the most popular McDonald’s menu items from around the world. To show these global flavors were now around the corner at your local McDonald’s, the brand created a custom Facebook messaging campaign using a familiar travel item: airport luggage tags.

IDEA

Unique, geo-targeted social posts were created pinpointing major cities in the United States. Each custom piece of content let people know the Worldwide Favorites menu had arrived from each item’s origin country to their city, proving around the world really was around the corner. In Atlanta. Or Chicago. Or wherever you were living.