McDonald's is launching a campaign called "McWorld" to attract Generation Z employees and position itself as a relevant employer. The campaign will send 12 teams of 10 people each to work at McDonald's locations in 10 different countries over 180 days. The job opportunity will be announced on burger packaging to reach a wide audience and media attention. Each team's journey will be broadcast on social media platforms like YouTube, Instagram TV and Snapchat TV to engage Generation Z's interest in travel.

1. Cathrine, Ross, Line, Ranva& Caroline
EmployerBranding
McDonaldsx Reklamelinjen

2. • Brief
• Target group
• Approach
• Idea
• Activation
Agenda

3. Create a spectacular campaign/initiative that
puts McDonalds on the agendaasthe good and
relevantemployer.
Brief

4. Facts – current employees
About to graduate or recent high school
graduates and want to work for a few
years
Average duration of employment: 2-3
years

5. Targetgroup
Age18-19 Generation Z

6. About GenZ
There is a tendency for many generation Z’sto
believethatthereareotherwaysof gettingagood
education thangoingto college.
GenerationZarebornbetween est.1995to 2010
GenZaredigitalnatives wholovesvisualmedia:
Youtube,InstagramandSnapChat.
Theyarealso heavyusers of Twitter.
Source: visioncritical.com

7. What does Generation Z dream of?
Approach

8. They want to travel the world
Source: lonelyplanet.com

9. So why not make their
dream comethrough?

10. McWorld

11. Travel the World with McWorld
Join McDonalds on a life extensive journey around the
world.
We are currently looking for 1.000 openminded and en-
thusiastic young people to join the McWorld team. Work
at 10different McDonald’s in 10different countries and
exploretheworldin180days.
Together with 9other people from aroundthe world,you
will experienceanewandexciting workplacewith ahigh
tempo and career rising challenges. You will meet new
people and build friendships across countries and cul-
tures.
McDonald’s will provide food, accommodation and acti-
vities along the way. Reach career goals as well as per-
sonal goals and bring back home the future for McDon-
alds.

12. Details
McDonaldswillsend12teamsof10peopletoexploretheWorld
while working at McDonalds. Each team will visit 10countries
adding upto all McDonalds contries.
There will be different job postings: Tourleader, assistant tour-
leaderandregularemployees.Tobeconsideredforthejobyou
haveto be at least 18yearsold andapplywithashort video.
Ifyouhavebeengiventhejob,butaren’tacurrentemployeeat
McDonalds, you will join a three months start-up programme
atyourlocal McDonalds before departure.

13. Activation

14. Burger Packaging
The job will be announced in an un-
traditionalway-ontheburgerpack-
aging.
In the campaign period all burger
packaging will include the job de-
scription.

15. PR
We believe, by using the
packaging for the job
posting will reach the
mediasattentionandwill
lead toPR.

16. Social Media
Gen Z is spending a lot of their time online.
To support our offline activities we will do so-
cial media marketing on Instagram, YouTube,
SnapChat andTwitter.

17. Activation during the campaign

18. Social TV
Eachteamwill be followed byacamera
manandbroadcasted onSocial TV:
• YoutubeChannel,
• InstagramTV
• SnapchatTV

19. Social Media
Instagramwill be themainchannelfor
employee content during the trip. On
Instagramit willbe possible to explore
McWorldfromtheemployees pointof
view.
Instagramfeed,highlightsandstories
shouldall be used.

20. i’mtravelin’