When McDonald’s resurrected the classic Jordan-Bird TV spot with QBs Colin Kaepernick and Joe Flacco, digital took the [foot]ball and ran with it.

The two :30 TV spots were made into a cliffhanger, raising the question - who turned out the lights and took The Mighty Wings. This fully 360° integrated campaign introduced seven suspicious characters and let fans view their alibis and vote on the guilty party. The storyline ran across all social media channels as we had characters "take over" McDonald's Facebook and Twitter pages. Their the narrative played out in real time with accusations, clues and alibis videos. The content is also appeared on Instagram and YouTube. The result was a true success as it logged more than 15,000 likes and comments in a matter of a few hours.

At the end of the campaign a video reveal wrapped up the story line and introduced who really had the Mighty Wings – Mr. Larry Bird, himself (disguised as the mascot Fox).