This story was printed at Bernstein-Rein.com

Consumers created the 2,000 headlines for this local McDonald's Angus Burger campaign that took over all the digital billboards in Kansas City.

Wednesday, 07 Oct 2009

(Kansas City, MO) — Creativity Online reports on how BR marries the engaging experience of digital with the impactful power of out-of-home to motivate the on-the-go, tech-savvy McDonald's target.

(Posted on 10/06/09 via creativity-online.com.)


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Kansas City ad agency Bernstein-Rein turned to local residents to step up its Honor Angus campaign. The agency asked consumers to submit their own headlines on honorangus.com and via text messages. On September 24th, 2000 of the nearly 5000 submissions went live over a 24-hour period in a takeover of the city's 13 digital billboards. The crowdsourced copywriters' names were also displayed when their respective lines appeared.

Full Credits
Agency: Bernstein-Rein
Client: McDonald's
Executive Creative Director: Arlo Oviatt
Group Creative Director: Chris Corley
Art Director: Marie Goodwin
Copywriter: Chris Corley
Interactive Creative Director: Anthony Magliano
Interactive Copywriter: Aaron Weidner
Interactive Art Director: Travis Beckham
Programmer: Travis Beckham
Web Programmer: Shawn Hill

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