McDonald's USA  |  Station M  |  Website/Video  |  June 2008  |  Launch Site

About the Work: McDonald's employs nearly 1 million restaurant staff members in North America. Crew are predominantly young, part-time staff and do not feel a strong affinity for their job or employer. Station M acts as a communications tool for McDonald's to disseminate information to crew, but, more importantly, it gives crew members a platform to interact with one another. It gives them an online space to talk to one another and encourage a feeling of community, camaraderie and pride in attaching themselves to the McDonald's brand.

It's active blog, photo-sharing tool, and amazing on-going promotion and contests keep crew coming back. You won't be able to access most of the site (It's just for crew!) but you can get a sense of what happens here by checking out the intro video below.

Launch Site

Allstream | APTN | BC Cancer Agency | BCPSEA | Canadian Breast Cancer Foundation | CBC Television | Convergence 2008 | Fjord West | Future Shop | General Motors | McDonald's USA | McDonald's Canada | Milk (PMMP) | MTS | Oakridge Centre | Province of British Columbia | Ronald McDonald House Charities | 2010 Cultural Olympiad | SAP | Tourism British Columbia | Tourism Richmond | West Vancouver |