EUROPE / ALL McDonald's

Happy Readers

Contests & Games / Product

CHALLENGE:

When a European Commission report revealed that 1 in 5 teenagers in Europe lacked basic reading and writing skills, McDonald’s decided to use their scale and reach to help. So, they briefed us to find a way to raise child literacy among their broad customer base.

SOLUTION:

We turned one of McDonald’s most iconic marketing platforms, the Happy Meal, into a tool for education by giving away fun and educational books with each purchase.

 

In addition, we developed a new, original companion app that brought to life scenes straight from Roald Dahl’s imagination through sounds, colour and motion.

Roald Dahl Interactive Book

RESULTS:

More than 102 million physical and digital books found their way into the hands of Europe’s children. 80% of adults surveyed also agreed that McDonald’s was helping to make reading fun.

 

The work done in Europe ignited a movement within McDonald’s, inspiring a global mandate for every market to run a holistic books programme.