The McWalk: Enhancing Brand Visibility through Direct Engagement

CLIENT: McDonald Nederlands | MY ROLE: concept + art direction

PROBLEM: McDonald's is constantly seeking new opportunities to enhance its brand image and increase visibility. The Nijmegen Four Days Marches (Vierdaagse), an annual four-day walking event held in the south of Holland, presented an ideal opportunity for McDonald's to engage with a vast audience in a meaningful way.

 IDEA: To celebrate the tradition of walking, we proposed an on-route activation transforming the classic McDrive into a "McWalk." This concept aligned well with McDonald's aim to support sustainability, promote healthier lifestyles, and embrace global trends towards greener practices.

The Nijmegen Four Days Walk is the 4 days festival of hiking. Thousands of people walk up to 80 km during those 4 days. McDonald invites hikers to walk extra 150m to score a free portion of McNuggets... And something extra!

Key Features of the McWalk Activation

MCWALK ACTIVATION: Positioned at the McDonald's location in Malden, directly on the walk route, McDonald's temporarily transformed the drive-thru into a walk-thru, encouraging participants to take an extra 150-meter detour to experience the McWalk and receive a free portion of McNuggets as a reward. The road was already closed to cars during the march, creating a unique opportunity for this activation.

INTERACTIVE ENGAGEMENT: Custom road signs were placed along the route, inviting hikers to take a small detour for a “delicious surprise.” The McWalk was more than just a pit stop—it provided an experience that turned a simple meal into a shared moment of joy, reinforcing McDonald’s image as a brand synonymous with fun and community.

MCWALK MEDAL PIN: Every participant who completed the McWalk received a unique McWalk Medal Pin along with their official Vierdaagse Medal. Visuals of the medal pin designed specifically for McWalk participants served as a key reminder of the experience, reinforcing positive memories with McDonald’s branding.

LOCATION: The McWalk was ideally located at McDonald's in Malden, directly accessible along the walk route.

ROAD SIGN MOCKUPS: Visuals of the road signs inviting hikers for the +150m McWalk detour showed how McDonald's actively welcomed participants into the experience.

Creative Rationale

BOOST BRAND SENTIMENT: Associating McDonald's with the experience of overcoming a challenge and celebrating the joy of completion was key to enhancing brand sentiment. The McWalk tapped into the sense of achievement that participants experienced and linked it directly to McDonald's.

SUSTAINABILITY & HEALTH ALIGNMENT: By encouraging walking and creating a unique activation tied to a physical activity event, the McWalk aligned with McDonald’s goals of promoting greener initiatives and active lifestyles. This effort underlined the company’s commitment to being part of positive community trends.

COMMUNITY ENGAGEMENT: The walk is a beloved event, fostering community spirit and drawing in thousands of participants. By being an integral part of this festival of endurance, McDonald's presented itself as a supportive partner in local traditions and celebrations.

Learnings and Impact

Although the concept was not executed due to last-minute route changes, it was very well-received by McDonald's executives. The McWalk successfully addressed the challenge of enhancing brand visibility in a culturally relevant way, creating strong opportunities for emotional engagement. Future potential lies in adapting this concept to other mass participation events where McDonald's could become a memorable part of the participants' journey.