McDonalds has honored the creator of the “Hamburger menu” or collapse menu icon, Norm Cox, by taking over Reddit and transforming the site’s hamburger menu to an actual cheeseburger. McDonalds will also offer a discount through the app when customers tap on the hamburger menu, either on Reddit or on their site. McDonalds already has a well-established relationship with the Reddit community with over 13,000 subscribers to their subreddit, therefore the takeover for the anniversary of an icon seemed like a genuine play by the brand.
We already saw strong success as one of the first QSR brands to utilize the Reddit platform for our AMA campaign, where we had our authentic Jack brand tone and voice that encouraged users to engage. McDonalds has clearly found learnings here as the takeover was well designed to promote their items without interrupting a user’s experience, and their AMA with Norm Cox allowed McDonalds to appear genuine, especially in a platform such as Reddit where it is heavily based on community.
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