THE FILET-O-FISH FACEBOOK SOCIETY OF 2012

et SS a, ry anv ~ = METRO LoS ok Om ORSSS ow) ae? = NPS meen, — oe - a SS gc’ sa o'Fish - con® fl mere f phil A.O'Fis! sspetins: ‘ce . ive. Brb..- - anvitation from ‘tet-O-Fish fal oo : ais make this group mass oh and billb Your inva ebook grou oF Fick wa ao. A Tap to join my Fa nH pac ani 3 bas _— = wn = Le o ore Ww venti yu could ask" = — Filet-O-Fish lover’ 7 Thereare others | || justlike you. . eo ares Seomments | Lone e ° The Filet-0-Fish Facebook Society of 2012 : nom We eh A campaign made for six fans fa Pram enn that reached millions aie veaes] (FES Big Fish Lite Fish Cardboard Box Insight A vitopot (Baad Potveo GALve Veo More Be SS _ > The Filet-O-Fish isn't the most popular burger on the McDonald's menu. . Onea - Iteven carries a bit of a stigma. But those who love it, ove it with a passion. ? N= Back in 2012 one fan set up a Facebook group with the aim of bringing all RR, yy? Filet-O-Fish fans together. But it only got six members. hee ae icantext Hey everyone, sorry I’m late. ‘McDonald's wanted to grow sales for this under-appreciated burger. Did | miss anything? We wanted the nation to appreciate it as much as its fans. There was room B00" twssinsacer . A r 30 @ rc to grow commercially. ( Coa SD Execution | found my people! So we didn’t make a big campaign for the masses. We went to those ‘six hardcore fans - and joined their Facebook group, telling all other Filet-O-Fish fans to join too. Fans joined in their thousands, contributing to the conversation and creating their own content that we ran =. . innational OOH. We even gave away giant flags that were seen in -. | nationally broadcasted coverage of Glastonbury. Finally, we launched = the Double Filet-O-Fish nationwide following a far’s postin the group. | & rmrorion sa nin @ANar eet Foon That ging tobe a ret catch he dat TT sn sales At 4 -ad°bomasazine PR oe i PIRWCCK