McDonald's sees payoff from social "Take Back Lunch" campaign

12/6/2012 | QSR Magazine

McDonald's saw returns of up to four times its investment in a Facebook campaign last spring that urged consumers to take back their lunch hours and dine at the quickservice chain. "As friends started taking this activity, you'd see this momentum that people would go out and take their lunch. It was really about the likes, comments; simple actions that spread virally across Facebook," said Facebook sales director Brian Johnson.

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