ABOUT THE PROJECT
Turning Tweets Into Cheers
Each year, thousands of students, alumnis, and fans gather inside the Mall of Asia Arena to cheer for their favorite schools for the country’s most anticipated and most talked-about collegiate sports event—The UAAP Cheerdance competition. But with this anticipation comes disappointment for a lot of fans because tickets to the big event sell out quickly. ABS-CBN saw this as an emotional need that can be fulfilled—we can enable more fans to be part of the UAAP CDC experience through the McDonald’s BonFries. McDonald’s Bonfries is a promo where the school with the most cheers via tweets wins FREE FRIES.
McDonald's Bonfries 2015 Brought Out the Best in Social Media
The execution / campaign delivered a 2000% increase from daily revenue in a single day last October 2015. Aside from that, the Partnership with Twitter Amplify made McDonald's Bonfries 2015 become the new local & global benchmark as it garnered a total of 500k engagement and 1.5M total impressions.
Video Concept & Storyboard: Daniel Tamayo
Art Direction: Daniel Tamayo
Animation & Video Editing: Daniel Tamayo
Content: Sierra Borlongan
Strategy: Ben Ravina
Project Manager: Grace Roxas-Ganuelas
Voice Over: Michelle Obligacion