On March 24 McCafé wanted to bring 24 gifts of joy to citizens in 24 locations around the world through the #imlovinit24 initiative. Leo Burnett commissioned Habitat to bring their big idea to life for this global McDonald’s brand activation – a giant coffee cup ball pit whereby morning commuters could enjoy an unexpected moment of joy and a free coffee.
Habitat collaborated closely with the agency and the brand in developing the precise look of the asset and the run schedule for the day. Habitat facilitated the engineering, construction and assembly of the ball pit and ensured the idea conceived on paper matched the final product. Habitat also managed the brand ambassadors, the pop-up cafe structures and the overall flow of the event.
As shown in the adjacent clip the activation was an unmitigated success and met with all client expectations. In April 2015, Todd Wasserman of PR Week wrote, ‘McDonald’s and its agencies ploughed ahead anyway and deemed a few metrics as important: impressions (2 billion) and completed views of social media content (well over 100 million)’.