Role: Creative Director/Copywriter
Agency: IW Group
Year(s): 2018 - 2019
Role: Group Creative Director/Copywriter
Agency: Walton Isaacson
Year(s): 2012 - 2014
We created the very first Rise N' Rave - an early morning dance party that set the tone for McDonald's new Triple Breakfast Stack – a massive sandwich comprised of two sausage patties, two slices melted American cheese, bacon, scrambled egg on an English muffin, biscuit or McGriddle.
To target millennials who skip breakfast, we decided to make this early morning meal exciting again with a big early morning dance party. Hosted by DJ Manila Killa, this sensory experience went from 6 AM to 8 AM. Daytime dancers who arrived with a receipt showing they bought a Triple Breakfast Stack sandwich were given priority access.
It was a party for all involved. What began as an Asian Consumer experiential event, quickly captured the general public's imagination. Over 400 guests attended the party with lines wrapped around the block at 4:30 in the morning. That was a lot of Triple Breakfast Stacks.
The event gained massive earned social media conversations and media attention, starting with Asian-centric media, to mainstream EDM media, then to general market publications and live morning television coverage.
100% message pull through
35 earned media placements
6.2MM earned social media impressions
10MM total social media impressions
It was a big day for a big breakfast sandwich.