McDonald’s Launches ‘Moments of Joy’ in 24 Cities in 24 Countries on March 24
By Matthew Lyle • March 24, 2015
The “joy” effort will start in Sydney on March 24 local time (because of time zones, the effort will actually span a 36-hour period). The Sydney effort will be a “one-of-a-kind experience that interrupts the morning commute in Sydney by encouraging people to pause, forget about their routine and share in a moment of joy on their way to work as they play in a giant coffee cup ball pit,” according to the company.
Activations in Manila, Ho Chi Min City and Auckland, New Zealand, will follow shortly after. Other countries that will be part of the campaign include Japan, Italy, China, France, Poland, Brazil, Romania, Argentina, the U.K. and the U.S. In the U.S., the company will put on a Ne-Yo concert; the R&B singer has been crowdsourcing lyrics for a new song via social media that he’ll perform at the show. In London, pop star Jessie J will host a concert on a double-decker bus.
The move comes, said Mr. Biespiel, as the company seeks to connect with young people. To reach that audience, he said that McDonald’s is working to evolve into more of a content producer rather than simply a large advertiser that buys massive amounts of traditional media.