The Inside Story Behind McDonald's Big Game Giveaway
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Everyone had specific tasks. Someone was responsible for yelling out the ad that was airing, letting the teams in front of the computers know so they could figure out whether they had a tweet ready to go or if it was a brand that was unknown. If a tweet had to be developed on the fly, then someone else–Mr. Gunning called this person a runner–would run the copy to McDonald’s assembled legal team to get it approved before posting. (Sweepstakes have many more legal hurdles than the garden-variety tweet.)
“It was extremely fast paced, but calm–a very defined process,” said Mr. Gunning. “It looked like a trading floor.”
That calm came because the agency teams from DDB, Golin and the Marketing Store did what Ms. Wahl called a rehearsal a few days prior, using an National Basketball Association game as the event.
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