"It's a great use of the space, there's a genuine role for us and it is getting lots of hits."
Jill McDonald, McDonald's Marketing Europe
McDonald's Make Up Your Own Mind
Back | Next project
Working with roster agencies TBWA and Duke Ltd., Sean was the copywriter responsible for the tone of voice and copy principles behind a very challenging piece of communication - the McDonald's 'Make Up Your Own Mind' website.
This site aimed to open up McDonald's to all its customers, showing exactly where the food comes from and how it was processed.
The site has been a massive success, attraced over half a million visitors and 15,000 questions. Make Up Your Own Mind goes down as a significant experiment in how big brands can communicate on the web - and one that has turned out very well for both the company and its customers.
Make Up Your Own Mind was designed to let customers - and non-customers - come to their own conclusions about McDonald's. There was no hard selling or propaganda.
Users were invited to ask whatever questions they wanted about the food and the business, and a team of experts answered them with input from McDonald's.
© We Make Little Shops 2009