McDonald's is asking Shamrock Shake fans to create tiles on its website to show their devotion to the mint shake.
Since it was introduced in 1970, McDonald's limited-time Shamrock Shake has been one harbinger of St. Patrick's Day.
To commemorate its 2013 availability, the fast-food behemoth has added a Gone But Not Forgotten tile creator page to its website.
According to the page itself, the tile creator lasts only as long as the shake does. (A McDonald's rep did not respond to a request for exact dates.)
The feature asks fans to "remove" a pixel from the page and replace it with a unique tile to "stake your claim as a McCafé Shamrock Shake fan before both are gone."
Users can pick from five backgrounds, borders, and shapes to create a tile. In keeping with the holiday, the options are mostly green and have St. Patrick's Day or shake themes.
Once a tile has been created, users are given the option to share it "and (their) love of the McCafé Shamrock Shake" on Facebook.
The page's background is full of these tiles. Once the tile has been created, it automatically places itself at the bottom of the screen. With about 105 across and 98 down, more than 10,000 had been created as of Thursday.
McDonald's says the classic minty treat is made with vanilla reduced fat ice cream, Shamrock Shake syrup, and topped with whipped cream and a cherry. It comes in three sizes and sells at the same price point as McDonald's other shakes.
This is the second year the McCafé Shamrock Shake has been advertised nationally, a McDonald's rep says.
A February 25 Facebook post elicited nearly 28,000 likes. McDonald's has 27.6 million fans.
McDonald's has also reposted a Shamrock Shake video from 2012. As of Thursday, it had 23,000 views.
"The Shake continues to sell very well during the limited time, drawing loyalists and new fans alike," the rep says.
McDonald's has also changed its Twitter background to reflect the shake and is using the hashtag #ShamrockShake to engage its 997,000 followers.
As ClickZ reported last year, in 2012, McDonald's tried to promote #Shamrocking, or the act of posing for a photo in the middle of an Irish jig with a Shamrock Shake in hand.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT