McDonald’s Seeks the Reality Concerning the ‘Hamburger Icon’

A possible conspiracy is on the coronary heart of a McDonald’s initiative out of Finland because it goals to unravel the idea that the three-lined digital menu icon discovered within the nook of many digital interfaces is intentionally meant to resemble a triple-decker Huge Mac.

Named “The Icon,” the marketing campaign from Nord DDB Helsinki incorporates a 20-minute mockumentary that follows two beginner detectives, Kaitsu and AnnaMaija, who’re looking for the reality behind the “hamburger menu” image.

The hunt to uncover the historical past and fact behind the design of the image leads Kaitsu and cameraman Johan to Dallas to confront the person who designed it in 1981, Norm Cox.

The primary movie will dwell on YouTube, with shorter edits and clips from the mockumentary featured on TikTok, TV and in cinemas. The marketing campaign can even embrace influencers on TikTok who share their very own views on the idea throughout their channels, whereas conspiracy-themed podcasts will create devoted episodes across the “hamburger menu” icon.

Instagram and TikTok accounts have been created for the principle character, Kaitsu, that includes his vlogs about his and his companion’s findings and his journey to fulfill Cox.   

“Our objective was to create model love and fandom, so we aimed to create a marketing campaign that felt prefer it was made by, and for, the followers. Contemplating the broad viewers, we applied a full 360 method—from TikTok to TV—to achieve varied goal teams,” defined Mats Nyström, advertising and marketing director at McDonald’s Finland, in a press release.

A treasure hunt for folks in Finland to seek out hamburger menu icons on web sites can even be rewarded by way of the McDonald’s utility with a free Huge Mac.