The following case study was created by Think Media Labs for McDonald's Lebanon after a huge success of their "Tastes of the World" Facebook Competition that increased Facebook Page likes by 300%, +82% posts/Likes growth, +203% comments growth, and 53% shares growth on McDonald's Facebook Page. "Tastes of the World" campaign introduced to the Lebanese Market three different burgers from three different part of the world. The Mexican Burger, The French Burger, and The Asian Burger. All content was monitored, assembled, and analyzed by Think Media Labs after 9 weeks of conducting this successful Facebook Competition.

1. “Tastes of the World”
Social Media Case Study
McDonald’s Lebanon powered by Think Media Labs
April 15 to June 17, 2013

2. Terms & Conditions Order, Eat, Snap, Upload,Vote
3 New Burgers 3 weeks each
We wanted users not only to smell or taste flavors
from other cultures but also to fully experience them!
• Order one of our new Tastes of the World meals
• Take a picture wearing McDonald’s mustache in front of the “Tastes of the World” backdrop or with the meal.
• Upload the picture to the McDonald’s Lebanon Photo Contest Application.
• Get at least 10 votes to be qualified.
• Every 10 votes you get increases your chances in the draw to win a trip for two to Mexico, France or Malaysia.
April 15 May 6 May 27 June 17
Mexican French Asian
Karim Miknas
McDonald’s Lebanon Managing Partner
“ “
The Competition1

3. Social Media Analysis2
24h
300%
Growth
in 9 weeks
25%
25%
50%
Facebook Page Growth (Page Likes)
App Activity Coverage
of Social
Media
Page
Activity
Growth
April
15
Mar
27
May
6
May
27
June
17
In-Store
Observation
Immediate
Response
Mobile-friendly
Facebook App
Dynamic
Content
Mexican
French
Asian
+53%
shares
+203%
comments
+82%
posts/Likes

4. Case Study A3
Expect the Unexpected
1. Sold OUT
The Mexican and Asian burgers
were a huge success that they
were sold out in 1 week each.
Social Indication2.
Customers indicated instantly
on Facebook that the burgers
were sold out.
the online community tells you
almost as fast as your internal
team what is happening in your
business.
Solution3.
The mustache was removed as
a must for entering the contest.
always have a backup plan in
case the business situation
changes.
Be transparent when updating
the Terms and conditions.
Lauretta Kamel
McDonald’ssss there’s no
asian anymore and there is still
one week for the competition....
Few seconds ago
Paul Eid
i am at McDo now, there are no
more mexican burgers :( what
can i do???
5 minutes ago
any McDonald’s meal

5. Case Study B4
Joey Audi:The Devoted Fan
15-year-old
Boy
1. Entrance
4. Draw
6. Reward
8. Gratitude
“Vote for Joey”
Facebook Page2.
“Joey’s Trailer”
Video Montage3.
Did not win
the competition5.
“Sad Joey is now Happier”
“Thanks McDonald’s” Video7.
“McDonald’s Flight”
Video Montage9.
Joey entered the
competition to win
a trip to Mexico.
1.
To gain more votes on
his photo, Joey created
a Facebook page and
named it “Vote for Joey”.
2.
On his page, he created and shared
a video montage to show how bad
he wanted to win the trip.
3.
In the draw, a girl named
Joy won the trip leaving
Joey crushed.
4 - 5.
McDonald’s Lebanon couldn’t leave
Joey sad, so they invited him for a
flight over Lebanon.
6.
Because of McDonald's generosity,
Joey renamed his page to: "Joey's
Dreams come true Fly around Lebanon”.
To show his excitement, he then created
and shared a thank you video.
Reward users
initiative, even
if not strictly
compliant with
the terms and
conditions.
7. Joey shared one last video "McDonald’s
Flight" where he expressed his gratitude
and shared his wonderful experience.
8 - 9.

6. Last but Not Least5
Enjoy the competition with the users
and the customers.
Brief well your employees and involve
them with the fun!

7. “Tastes of the World”
Social Media Case Study
McDonald’s Lebanon powered by Think Media Labs
April 15 to June 17, 2013
Links of Interest
Slideshare
tmla.bz/mcdoTMLpptx
Video Animation
tmla.bz/mcdoTMLvid
Infographic
tmla.bz/mcdoTMLinfo
Joey’s “Thanks McDonald’s”
tmla.bz/mcdoTMLjoey

8. Think Media Labs
ThankYou
/linkd.in/thinkmedialabs /McDonaldsLebanon
/thinkmedialabs
/thinkmedialabs
/thinkmedialabs.com
McDonald’s Lebanon
/McDonaldsLebanon
/McDonaldsLeb
/mcdonalds.com.lb