Ever gotten free ice cream…just for thinking about it?

Raise your hand if you’ve ever mistaken the McFlurry spoon for a straw.

When McDonald’s wanted to launch their new Caramel Brownie McFlurry with an app deal, we knew we’d have to give media a liiiittle more to latch onto.  

The McFlurry spoon-straw phenomenon is one of those fan truths as engrained in McD’s loyalists as ketchup on fries. So, we created a moment for the McFlurry offer based on our fans’ shared experience: a free Caramel Brownie McFlurry for anyone who has ever *thought* the McFlurry Spoon was a straw (everyone).     

As the brand’s first acknowledgment of the fan truth, the simple reframe of an app deal set a new record for McDonald’s with the highest digital guest count of all time and garnered nearly 700 earned placements with 100% positive/neutral tone.