ABOUT

The Challenge:
The Big Mac was seemingly losing the luster it once had, and needed a reason for people to fall in love with it again.

The Solution:
The key to Big Mac’s iconic status worldwide is its build, which remains unique. Representative for the build is the Big Mac Chant, which however was not well known in Korea. In order to elevate the Big Mac to its proper status, we decided to leverage the chant in a way relevant to the most ubiquitous and digitally connected audience in the world; we let people celebrate the Big Mac and gave them the chance to become an icon by uploading their creative spin on the chant.

The Results:
People literally fell in love with the Big Mac and celebrated their love by singing about it. The campaign broke through conventional Korean barriers to become the most successful user-generated video campaign in the country. Within only one month, our campaign saw 13,000 uploads and 5,000 minutes of content, generating an overall of 5 million views. People’s love for the sandwich did not stop there; Big Mac sales increased 35%, exceeding the initial sales forecast by 28%. All of that left the client wanting more, continuously asking us for the ‘next Big Mac campaign’.