You can play the McDonald’s jingle on your phone keypad. And Nord DDB has turned it from a party trick known by a few into a campaign for anyone in Sweden who can work out which ten keys to press. (McDonald’s is also given out clues.)
The ten digits are an actual phone number, The Golden Number. Any Swede who calls it goes into the draw for a raffle to win a golden card at McDonald’s, which entitles the owner to free McDonald’s food at any McDonald’s in Sweden.
“When we noticed that you could play the jingle on the phone and that the number was free to acquire, we realised that this was a golden opportunity to activate McDonald’s fans in a fun way. Many of us remember how we used to create melodies with our mobile buttons as children, so for some of us it is probably also a bit of a sweet nostalgic feeling. Unfortunately, I am not allowed to compete for the golden card, but I am very excited for the one who will become the happy winner of the golden card,” commented Felix Jörneman, creative at Nord DDB.
The campaign started on December 27 with the golden number being displayed on staff’s name tags, on food tags and on some of McDonald’s packaging as a teaser, without further explanation of the meaning of the number. The number was also integrated into McDonald’s commercials, the entire number being visible for a second and the audio logo replaced by the telephone jingle in radio commercials. Following the teaser phase, McDonald’s revealed that its jingle can be played with a 10-digit number and McDonald’s has been asking people to call it on billboards and in its own social media channels. The winner will be announced in McDonald’s app on January 14.
“We see this as an opportunity to spread joy, it is time for a real McDonald’s enthusiast to get the chance to lay their hands on a gold card. Like many of our burgers, our jingle has become a bit of a classic. If you manage to play our jingle on your keypad and dial the golden number – well, then you deserve the chance to win the golden card,” stated Staffan Ekstam, marketing director at McDonald’s.
