Activation

Digital: Based on metrics from 2016 Worldwide, we adjusted the 2018 user experience and interface to reflect how we learned attendees liked to engage with the site and over email. Click here for more detail and results of the entire digital campaign.

Content: We helped manage messaging, content development, speaker support, speech writing and graphics for McDonald’s executives and outside speakers.

Scenic Environment: We created a unique, in-the-round-style set with over 700 kinetic lights, to provide an immersive experience for the 15,000+ attendees. This design set the scene for a laser focus on presenters, the business at hand and the heart of the company’s vision. We also placed three satellite stages in the audience, providing a 360° environment in which, content-wise, we could spur storytelling and conversation between main stage presenters and others. This dynamic environment then completely transformed from in-the-round to a panoramic multi-screen set for the closing session and a Final Night performance that included A-list entertainment.

Outside Perspective: Engaged a well-renowned outside speaker to share perspective on being an iconic, global, well-respected, Chicago-based brand with a parallel turnaround story, solid five-year plan, commitment to transparency and a base of support within the organization that enabled ultimate success.

On-screen graphics: Turned away from traditional templated PowerPoint designs in favor of building graphics hand-in-hand with the scenic design, paying unique and particular attention to the use of graphics to visually support presenters’ messages.

Host: Contracted a big-name celebrity host with global recognition and a proven interview style to provide a conversational platform for executives to tell their stories.

Entertainment: Arranged top-tier talent, including musicians and artists, to supercharge the event and set the stage for the top McDonald’s executives.

Scenic switch: For the first time ever at Worldwide, we transformed the entire environment on the fourth day from in-the-round to a panoramic, multi-screen set to support the shift in tone of the presentations from audience interaction to leadership focus. That evening we then hosted a Final Night concert with A-List, Grammy-level talent on stage.

Live feed: Leveraged the huge screens and groundbreaking cellular transmission technology to do a live feed from McDonald’s world headquarters to the large screens, with the Kindle crew managing from both places for two-way dialogue.