The Big Mac is the world’s most famous hamburger, but the love for it is fading. The challenge: How do you make an old icon feel exciting again?
Summary of the campaign
Our strategy was to give its fans whole new opportunities to be fans – by opening an online store – The Big Mac Shop –that sells a specially designed Big Mac clothing line. As a self-funding initiative half of the profits goes the Ronald McDonald’s House Charity, the remainder is reinvested into new products. To kick-start the conversation, we launched The Big Mac Shop at our very own fashion show – the McWalk – in Stockholm. Partnering with bloggers and cultural influencers such as the Swedish Skiteam the campaign wove across Owned and Earned Media. The story spread like a wildfire. It reached 200 mill. people, welcomed visitors from 150 countries and generated +50 million SEK in Earned Media – all in just one week.