Those following McDonald's during the Super Bowl might be in for a surprise. It all started with this tweet earlier today.
So you may want to join us during the game—we're taking Lovin' to a whole different level! pic.twitter.com/QhMwk8jWTq— McDonald's (@McDonalds) February 1, 2015
The Golden Arches advised Twitter users to follow the chain during each commercial break. During the first break, spots for TurboTax and Toyota aired. McDonald's then tweeted:
The chain is posting tweets about each ad, complimenting the marketer, the ad or its products in some way. McDonald's will then be monitoring who retweets each tweet, and will give away every product advertised during the Super Bowl, including the big-ticket items like cars, according to people familiar with McDonald's. See Ad Age's Super Bowl chart to get an idea of what products the Golden Arches will give away.
The idea, these people said, was created by Omnicom's DDBChicago, with the Marketing Store, a longtime McDonald's agency that handles its contests. Golin Harris, it's PR agency, helped with the execution. DDB Chicago also created the Skittles Super Bowl spot.
McDonald's could not be reached immediately for comment.
The move is the latest in McDonald's recent marketing brand refresh to put more focus on the "lovin'" in "I'm lovin' it" as it seeks to boost sales and build goodwill with consumers. McDonald's is also airing a 60-second spot in the Super Bowl, which it released on Friday.
Its brand refresh began with a 60-second spot that showed well-known enemies befriending one another. Shortly after, the company released its next step in the campaign, this time focused on its signs.