McDonald’s, OMD UK, The Outfit and Channel 4 are getting set to launch a first-of-its-kind partnership, promoting the full range of McCafé beverages on the 2nd March.
The brand new contextual TV advertising campaign will feature real people enjoying their favourite McCafé beverage, whilst talking about some of the most significant TV moments across Channel 4 as they happen.
Running for the remainder of 2015, the campaign will run in popular peak-time programmes, such as Made In Chelsea, The Island, One Born Every Minute and new show Taking New York, and many more across Channel 4, E4, More4 and Channel 4’s new digital service All 4.
Showcasing McCafé’s range of drinks
This campaign is the first-of-its-kind on this scale, showcasing McCafé’s wide range of drinks including coffee, premium iced beverages and promotional flavours, through innovative creative advertising spots which immediately reflect the programmes the viewers are watching.
Through creative partner The Outfit, four sets of contributors have been selected to become the faces of the McCafé partnership and TV viewers will get to know them as the campaign develops. The contributors are real-life McDonald’s customers with a natural passion for talking about their favourite Channel 4 programmes.
Embedding McCafé into TV moments
The creative, which ties in contextually to the programming it is placed next to, will feature different levels of integration, from being thematically relevant to the programme subject matter, to referencing specific storylines and characters from particular shows. Across key Channel 4 programmes in 2015, certain executions will have an ‘as live’ feel as the contributors react to content the viewer has just seen, embedding McCafé into these key TV moments.
The hyper-contextual nature of this campaign has never been done before, requiring collaboration with a number of Channel 4’s production partners to provide access to the editorial in advance.
Serving three million people every day, McDonald’s is the biggest seller of traditional coffee in the UK with more than 142 million cups sold in 2014.
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