Shave The Date
Quarantine beards were definitely a thing. And whether they were full lumberjack or scraggly whiskers, they were, if anything, a reason someone wouldn’t want to try the sauciest, messiest sandwich around, the McRib.
So, to remove a major barrier to trying the McRib, we partnered with the non-profit “No Shave November” to challenge 10,000 people on social to shave their faces in anticipation for the 2020 McRib season.
All they had to do was shave their face and post a clean-shaven selfie using our # and they’d get a free McRib.
We teased and launched on social…
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And sent Shave The Date shaving kit mailers to influencers with everything they’d need to clean up, grab a McRib and spread the word.
The Results
We garnered 1,573 total national, multicultural and local earned media placements, ~50K earned social mentions, a total of 665 national and multicultural placements and a national earned media reach of 38.4 million.
The Best Part
Every purchase of a McRib on Dec. 2 went to support a donation to No Shave November’s the charity’s cancer initiatives. That was awesome.
