INSIGHT
Just as in nature many species live and feed at night,
it is in the nature of GenZ to go out when darkness
falls and end the night in front of a succulent meal.
84%
of GenZ
end the night
with fast food.
IDEA
We observed GenZ’s behavior at McDonald’s using the same infrared technologies that
wildlife photographers use to capture animals at night, and turned these insights into a
nocturnal campaign: twilight billboards that revealed themselves only after sunset and
night-time media planning across social media, TV and radio. Even the McDonald’s App
transformed after dark, featuring a special menu available only from 7 p.m. to 6 a.m.
+300%
Engagement Rate on lg
vs Platform Benchmark
+221%
Positive Sentiment on lg
vs Average Sentiment 2024
The best nights always end at McDonald’s
18:30
21:30
23:00
TVC
Board
