Grimace’s Collaborative Playlist

McDonald's plans to launch a new campaign on Spotify in the US and Canada to promote the Grimace shake, focusing on the iconic Grimace character, known for its presence in various campaigns. Following brainstorming sessions with the ForeverAudio team and presenting different concepts to the client, McDonald's opted for a campaign centered around Grimace's birthday. This involved creating a collaborative playlist where users could contribute songs to Grimace's birthday celebration.

The success of this campaign earned it the Spotify award for Fan Favorite Campaign in 2024. For more details, visit: Spotify Hits 2024

• Campaign Phases: Managing the campaign across two distinct phases - the pre-Grimace birthday phase and the post-birthday phase, each requiring different promotional elements and messaging strategies.

• Countdown Integration: Implementing a countdown lockup during the first phase to build anticipation for Grimace's birthday, followed by seamlessly transitioning to promotional products for the birthday event in the second phase.

• Brand Consistency: Balancing the campaign's visual style and tone to align with McDonald's branding while incorporating Grimace's signature purple colors to maintain brand identity and appeal.

• Incorporating Audio: Integrating audio elements into the microsite to enhance user engagement, ensuring that users are accompanied by music during the setup of their upcoming fitness sessions.

McDonald’s graciously supplied us with the imagery, fonts, and Grimace’s key color palette, showcased below. With some creative freedom, I had the opportunity to introduce a few new graphic elements to complement the campaign's overall aesthetic.

Here's a glimpse of the primary steps in the user journey during the first phase, leading up to the birthday event. Before reaching the payoff page, users are prompted to add a song to Grimace’s Birthday playlist.

Here are a few snapshots from the campaign, showcasing vibrant visuals, engaging interactions, and Grimace-inspired designs that captured the essence of the celebration.