McDonald's – Instagram Menu
What It Is
The Instagram Menu was an innovative, award-winning project that transformed user-generated Instagram photos of McDonald's products into a real-time digital menu. Developed for McDonald's Brazil, in partnership with artificial intelligence in São Paulo, and photos posted of McDonald's products shared on Instagram were identified, selected, published directly on a large screen at the MC Donald's store, creating a digital menu with real customer images.
Features
Management of the product development process, coordinating the Instagram interaction, the image platform and the digital menu display.
Supervision of the artificial intelligence solution development that analyzed and filtered images posted by users, ensuring brand and quality relevance.
Coordination with technical teams for Instagram API integration and development of the automatic impression system for screens in digital menu.
Management of the end-to-end product implementation in the selected location in São Paulo, including test runs and marketing objectives.
Alignment with legal and marketing departments for the use of Instagram user-generated content, ensuring compliance with privacy regulations.
Technical Highlights
AI Recognition
The system continuously monitored Instagram for photos of McDonald's products by analyzing images from the Instagram feed and used advanced image recognition.
Curation
Artificial intelligence analyzed the images to ensure quality and product tags were identified and the best images were selected to be projected onto the digital.
Display
Approved images were dynamically displayed on large digital screens at the São Paulo restaurant, creating an engaging real-time visual experience.
Key Features
CLIENT: McDonald's Brazil
ROLE: Project Manager
LOCATION: São Paulo, Brazil
RECOGNITION: Triple Cannes Lions Award Winner (3 Lions: 1 Bronze, 1 Silver, 1 Gold)
INNOVATION: First real-time Instagram-powered digital menu in Brazil
Results
Development of a pioneering solution that integrated user-generated content from social media with the physical restaurant experience.
Major international recognition at Cannes Lions 2017, becoming the first project using social and AI to win three Lions.
Creation of an enhanced workflow that allowed real-time updating of the digital menu, with the most relevant images available.
Increased customer engagement with the brand on social media, encouraging customers to share their McDonald's products.
International recognition with three awards at the Cannes Festival, one of the world's most prestigious creativity and advertising events, reinforcing McDonald's innovative positioning.
Implementation of innovation processes to shape future initiatives in other markets using similar technology.
Creation of a unique and memorable experience for customers at the São Paulo location, generating spontaneous media coverage and viral social media attention.
Direct engagement with younger audiences, who actively participated in the campaign by posting photos and seeing them displayed in real-time.
Demonstrated the potential of combining emerging technology (AI) with social platforms to create novel brand experiences.
Impressive engagement metrics: NA (% positive sentiment on social media).