Making reading fun

In February 2019 McDonald's offered books as a choice in Happy Meal. However, many Ukrainian parents don’t read to their kids. To persuade them, we showed that reading is fun both for parents and kids. “The Happy Meal book invasion” started with dinosaur’s footprint installation and contest for the biggest dino fan. Multi-artist MONATIK showed that reading can spark imagination to the point where fantasy breaks in the reality in a promo video and a launch event. Influencers joined the campaign in social media reading to their kids. Results: 7,000,000+ earned media impressions. +20% in sales in the first weeks vs. plan.  +1pp in brand trust.