agency teams with
to celebrate the birthday
of an internet legend
with a historic activation
and social campaign
The Hamburger Menu is a small icon that frequently appears in the upper right-hand corner of internet browser windows. Consisting of three horizontal lines that resemble a very simplified drawing of a hamburger, the graphic expands into a drop-down menu when clicked.
When Norm Cox created the hamburger menu in the 1980s, he changed the Internet forever by simplifying the appearance and usability of websites.
As fellow burger lovers, McDonald’s is inviting fans to celebrate Norm’s Hamburger Menu on his birthday, December 3, through a creative activation that will make Internet history.
HAMBURGER TAKEOVER MENU
FOR MCDONALD’S BY WE ARE UNLIMITED AND REDDIT
To help with pulling off a birthday celebration for an Internet Icon, McDonald’s is partnering with Reddit, the Internet’s front page.
For the hamburger themed party, McDonald’s is dressing up Reddit’s beloved mascot Snoo, posting unique content, and taking over Reddit.com’s “Hamburger Menu.”
Snoo will become the Snooburglar and wear McDonald’s iconic Hamburglar costume. Snooburglar is the perfect way for McDonald’s to incorporate Hamburglar’s burger-loving legacy and makes them the third brand that Reddit has ever allowed to ‘decorate’ Snoo.
On December 3, the adorable Snooburglar will show Redditors and burger fans alike how to get a hamburger through the Internet’s ‘Hamburger Menu’ for the first time ever.
Content about how McDonald’s is changing up the hamburger menu in honor of Norm’s birthday will appear on Reddit and McDonald’s social media channels, and Redditors can ask the one and only Norm Cox questions in an Ask Me Anything session hosted by McDonald’s at 2 p.m./CT on December 3.
Also, McDonald’s is celebrating Norm by making even more internet history and letting customers get a burger through a Hamburger Menu. For one day only, fans can redeem deals on the McDonald’s app by clicking on the Hamburger Menu featured on the mobile versions of Reddit.com and McDonalds.com.
Lastly, McDonald’s is updating the ‘Hamburger Menu’ icon to resemble a delicious McDonald’s burger.
Credits | McDonald’s Hamburger Menu Takeover
CLIENT: McDonald’s, US
Chief Marketing Officer: Morgan Flatley
Vice President of Marketing and Brand Content: Kenny Mitchell
Marketing Manager, US Brand Engagement and Social Content: Joseph Piaskowy
Marketing Supervisor, US Brand and Digital Content: Jaclyn Holtzman
Digital Optimization Manager: Shaurice Terry
Supervisor, U.S. Communications: Jessica Shulze
Manager, Media Relations, Global Communications: Andrea Abate
Manager, Brand Public Relations and Reputation: Emily Lyons
CREATIVE AGENCY: We Are Unlimited
Chief Creative Officer, DDB North America: Ari Weiss
Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
Chief Technology Officer, DDB North America: Alexander Rhea
Executive Creative Director: A. Chris Moreira
Executive Creative Director: Mark Schöller
Associate Creative Director/Art: Jon Leachman
Associate Creative Director/Art: Jon Pliego
Associate Creative Director/Copy: Jeff Barry
Copywriter: Sarah Dembkowski
Art Director: Georgia Taylor
Account Supervisor: Carly Richter
Group Account Director: Chris Bergen
Integrated Project Manager: Andy Sandrick
Lead Developer: Ryan Carlos
Digital Art Director: Jim White
Digital Copywriter: Patrick Winegar
VP, Platforms and Partners: Justin Hood
Talent Manager: Shirley White
Motion Graphics Designer: Shane Swinnea
Senior Motion Graphics Designer: Chris Guy
PRODUCTION COMPANY: We Are Unlimited
Director: Nikki Calabrese
Director of Photography: Jake Wilganowski
Audio Supervisor: Jack Cline
Production Coordinator: CHRISTOPHER MARTIN
AC: Blake McNay
Editor: Mike Schwab
Audio Engineer: Justin Mayer
Media Agency: OMD
Associate Director of Social Media: Maura McNulty
Group Account Director: Erin Kienast
Media Supervisor: Kelly Martin
Media Coordinator: Marianna Bonadonna
Public Relations Agency: Golin
Media Partner: Reddit
Brand Strategist: Kyle Rogers
Account Manager: Anthony Gaba
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