McDonald’s Johan Jervoe took the audience through their LOST RING property which was a runaway success heading into the Beijing Olympics. This campaign ran for 6 months and engaged 5 million consumers. With nary a golden arches in sight. If you haven’t seen this campaign google it today. I mean today.

What was amazing about this campaign is that it started with a teaser campaign to just fifty people (yes 50!!) in countries around the world and it grew and grew. Their target? Young people who were tired of obnoxious brand marketing. Did it work?

Based on favourability scores and intent to purchase, yes it did.

Besides checking out this case, you may want to read two books that Jervoe recommended: THE DREAM SOCIETY and LEADERSHIP WITH KINDNESS.

Guess I’ve got some reading to do on the plane ride home.