“If it scares you just a little, it’s probably the right thing to do.”

McDonald's Nocturnivore Campaign

 

McDonald's day part sales were slow compared to the previouse several years. The local co-op, along with Corporate support, wanted to test run an extended hours campaign to boost sales, and to compete with other QSRs who already had extended hours. "Noctournivore" was a fun way to combine "nocturnal" and "carnivore" – the two key insights that formed the basis of the campaign. From there
we strategically extended that idea into fun, late night
sayings, and unique marketing tactics that were deployed

both in-store, and OOH. 

Franchisee participation in the 24-hour program increased
by 6%. In just under two weeks, the campaign generated more than 99 million local and national media impressions including NBC Nightly News with Brian Williams, TIME Magazine Online, Chicago Tribune, and The UK Daily Mail.

Markets deploying the Nocturnivore campaign were up nearly 18 percent in comparative sales, and nearly 16 percent in comparative guest counts during the day part.