A group of competition winners, who were led to believe they were heading to a secret concert, joined the singer at the top of the bus as she toured London landmarks, singing a collection of her greatest hits. The hour-long performance was streamed live across McDonalds’ social media channels.
The event was devised and delivered by agency Arc London, part of the Leo Burnett Group. Other agencies involved included Drum, OMD UK and Partizan.
Will Glynn-Jones, head of brand experience at Arc/Leo Burnett said: "Imlovinit24 is about delivering surprise and delight like never before. With this, McDonald’s are leading the field; Jessie J live, traveling through central London whilst broadcasting live to millions across the globe is a feat that only McDonald’s can pull off."
The London tour was part of the brand’s Imlovinit24 campaign, which saw 24 events take place around the world for 24 hours on 24 March. Other surprises included a giant ball pit shaped like a coffee cup in Sydney, Australia, a performance from a ‘McOrchestra’ in Vienna, Austria, and a pop-up library in Paris, France.
Soul singer Ne-Yo rounded off the experiential campaign with a closing gig in Los Angeles, USA.
Alistair Macrow, senior vice president, chief marketing officer for McDonald’s UK said: "The Imlovinit24 project has given us a fantastic opportunity to thank our customers and surprise the general public with this secret gig from the brilliant Jessie J. As an iconic brand we are uniquely placed to deliver iconic moments such as this.
"I am very proud of the UK’s contribution to this campaign, we know we are a fun treat for our customers and wanted to demonstrate that on a much larger scale. It further demonstrates our commitment to engaging with our customers and using digital and social media to show what we can really do."
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