Ever wanted to book a table at McDonald's? Well, for the launch of the new gourmet burger Maestro Classic, you could! Through a unique collaboration with reservation site Bookatable, McDonald's Sweden created the restaurant chain's first ever online table booking service – McReservation – and invited burger lovers to burger tastings at 31 local franchisee restaurants in 27 cities all over the country. In minutes, seats were taken, and 255 bookings were made in total. In just one day, the local news had gone global, reaching 2,4 billion people through 100% positive articles. McReservation became one of Swedish McDonald's most successful product launches throughout history, Maestro Classic was a top selling burger of the year and the campaign is Bookatables most successful collaboration to date. But most importantly, the promotion activity and table service events built internal pride and engagement for co-workers – and burger lovers were lovin' it.