McDonald's – Instagram Menu

What It Is

The "McDonald's Instagram Menu" was an innovative, award-winning project that transformed user-generated content into an interactive and dynamic menu experience. Winner of three awards at Cannes, the project used artificial intelligence to track, filter, and display photos of McDonald's products shared on Instagram with specific hashtags like #McDonald's, #BIGMAC, #McFRIES, #SUNDAE, and #FILET-O-FISH. The selected images were automatically sent to a digital menu panel in a specific location in São Paulo, creating a unique connection between social media and the physical restaurant experience.

Responsibilities:

• Management of the innovative media project, coordinating the integration between the Instagram platform and the restaurant's digital panels.
• Supervision of the artificial intelligence solution development that analyzed and filtered images shared by users.
• Implementation of security and content moderation protocols to ensure only appropriate images were displayed on the menu.
• Coordination with technical teams for Instagram API integration and development of the automatic transmission system to digital panels.
• Constant alignment with the client (McDonald's) to ensure the experience was in accordance with brand values and marketing objectives.
• Management of the physical system implementation in the selected location in São Paulo, including real-time testing and adjustments.

How It Worked:

Highlights:

• Development of a pioneering solution that integrated user-generated content from social media with the physical restaurant experience.
• Implementation of an AI system that not only tracked specific hashtags but also analyzed visual quality and content appropriateness.
• Creation of an automated workflow that allowed real-time updating of the digital menu with fresh and authentic content.
• Establishment of a new paradigm for brand engagement, encouraging consumers to share their experiences with McDonald's products.

Results:

• International recognition with three awards at the Cannes Festival, one of the world's most prestigious creativity events.
• Significant increase in consumer engagement with the brand on social media, with substantial growth in the use of related hashtags.
• Creation of a unique and memorable experience for customers at the São Paulo location, generating spontaneous media coverage and social media buzz.
• Establishment of McDonald's as an innovative brand in the use of technology and social media, strengthening its connection with younger audiences.
• Impressive engagement metrics: 58.5% engagement and 99.7% positive sentiment on social media.