Background
As part of McDonald’s Europe-wide “World Menu Heist” campaign, Switzerland was selected to kick the storytelling off. The goal was to generate targeted buzz, conversation, and anticipation even before the official product launch – especially among a young, social-first audience.
The challenge was to bring an international big idea to life in a way that felt locally relevant, while building organic hype that went beyond traditional launch communications.
Solution
Team Farner developed a multi-stage, creator-driven teasing mechanic centered around social-first storytelling and community interaction. At the heart of the campaign was a narrative setup: a mysterious yellow container is loaded onto a train. As it travels through the Swiss landscape, images and videos begin to appear across social media.
Creators expanded on the mysterious transport in their own tone of voice and shared it with their communities. Across multiple waves, a dynamic “treasure hunt” unfolded—starting digitally and culminating in a physical event in Zurich.
Results
At a secret location, creators, the community, and the new products were brought together. A custom-branded campaign truck arrived on site, seamlessly extending the story into the physical world. The finale in Zurich attracted over 500 attendees and successfully translated the digital narrative into a real-world experience.
Over the course of two weeks, the campaign generated high visibility and continuous engagement on social media. The combination of creator content, UGC mechanics, and high-quality production resulted in a strong media presence – further amplified by press coverage and targeted paid efforts.
KPI
Creator Campaign
Impressions: 3M
Engagement Rate: 5%
Earned Media
Reach: 10M
Ad Value: CHF 275K
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