McDonald's: Fry Tags

Brief:Celebrate International Friend's Day with a digital action that gets people talking. Idea: Using the feature of tagging on Instagram stories, we invited people to fill an empty fries box with their friends, share it and hope to win a bucket of our fries to share with them. Results:8.000 fries boxes were filled and shared. 110.000 friends tagged as fries.
Our Instagram account grew 10% in fans in just a couple of hours.
We reached 2.2 million Instagram accounts (out of 3.8mm in the country) without showing a single fry.