McDonald’s iconic Big Mac has millions of fans worldwide and is a pop culture legend with a history spanning over 50 years, even lending its name to an economic index. Since Big Mac can’t sign autographs, we asked Sweden’s fans to design its signature.
In just four weeks the campaign resulted in 256 000 signatures in total helping us drive awareness about the forever iconic, Big Mac - compiled into one final masterpiece . To keep Big Mac top of mind, we targeted active users on TikTok, leveraging its deep roots in pop culture. We focused on key communities, foodies, nostalgics, pop culture fans, and bargain hunters, to boost reach, drive engagement, and spark conversation.