The goal of this campaign was to re-engage African-American consumers by showing that McDonald’s recognizes the diversity within the AA community. McDonald’s is deeply rooted in all the communities that connect AA culture, crossing beyond the physical boundaries of the neighborhood and connecting with shared interests and experiences.
The campaign, 40,000 Friends, featured Ricky Smith, founder of Random Acts of Kindness Everywhere (#RAKE), who created a movement that engages random acts of kindness in communities across the country. The spot highlights Ricky performing a series of good deeds, from giving students free books on the street to bringing McDonald’s food to volunteers at a pajama drive. The campaign reached consumers through numerous touchpoints from YouTube, to a Twitter interview series, two activations, a radio spot and full-page print ads.