| Title | BIG MAC SHOP |
| Brand | McDONALD'S SWEDEN |
| Product/Service | BIGMAC |
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Entrant Company
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DDB STOCKHOLM, SWEDEN
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Advertising Agency
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DDB STOCKHOLM, SWEDEN
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Media Agency
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OMD Stockholm, SWEDEN
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PR Agency
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PRIME Stockholm, SWEDEN
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Credits
| Simon Higby |
Ddb Stockholm |
Art Director |
| Stefan Gustafsson |
Ddb Stockholm |
Copywriter |
| Christian Budtz |
Ddb Stockholm |
Strategic Planner |
| Johan Ljungman |
Ddb Stockholm |
Business Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Emmi Wilhelmsson |
Ddb Stockholm |
Account Manager |
| Pärmartin Jonsson |
Ddb Stockholm |
Graphic Designer |
| Anna Hellenberg |
Ddb Stockholm |
Print Production Manager |
| Christian Björnerhag |
Ddb Stockholm |
Photoshop Artist |
| Isa Svärd |
Ddb Stockholm |
Graphic Designer |
| Jenny Gunnarsson |
Ddb Stockholm |
Front End Developer |
| Dennis Phang |
Ddb Stockholm |
Web Designer |
| Johan Svensson |
Ddb House |
Executive Producer |
| Rickard Berggren |
Ddb Stockholm |
Social media manager |
| Daniel Israeli |
Ddb Stockholm |
Special Production Manager |
| Magnus Flobecker |
Magnus Flobecker AB |
Costume Design |
| Anna Svensson |
Ddb Stockholm |
Account Manager |
Brief Explanation
The initiative builds on the insight that people see the Big Mac as more than a burger: It’s a pop icon with thousands of fans. But despite its iconic status, the Big Mac is old news and leaves fans with little to talk about.
Our objective was to have fans rediscover their love for the Big Mac. To do that, we had to give them a new opportunity to share their affection - in a playful way that would feel credibly McDonald’s and once again have fans say: i’m lovin’ it.
Within sports and music fans wear their idols on their sleeves. So, why not let Big Mac fans do the same? Behaving like a modern icon, we decided to let Big Mac open its first official online shop with a specially designed Big Mac clothing line. A humorous lifestyle statement perfectly suited for its fans’ social and digital behavior.
The Campaign
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?
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. 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 5.5 million Euro in Earned Media – in just one week.
Creative Execution
The Big Mac Shop ecommerce platform doubled as the campaign hub in an integrated eco-system mainly driven by Owned and Earned Media.
Phase 1: Influence the influencers:
- Launch of the Big Mac lifestyle clothing line at our fashion show– the McWalk.
- Exclusive invites for the world premiere were sent to 175 bloggers, 70 journalists, 70 international media,
- High quality fashion photos made available for the press on Flickr.
- Collaboration with bloggers and cultural influencers
Phase 2: Fuel the conversation:
- Video clips of Swedish skistars in Big Mac thermals were released on YouTube, Facebook and Instagram.
- Dialogue with fans on Big Mac Shop's own Instagram and Pinterest.
Phase 3: Take it to the masses
We launched a campaign in bought media that positioned our range alongside H&M and other lifestyle brands. We treated it totally seriously, while being slight tongue in cheek about it all.
In just 1 week, the campaign had reached 200 million people, generating 5.5 mill. Euro in Earned Media. After 6 months this number had increased to 8.1 mill. Euro.
In just 1 week, The Big Mac Shop had welcomed visitors from 150 countries.
76% of visitors come from direct traffic. 41% of visitors are returning fans
+1,8k fan subscriptions for product updates.
+1,700 tweets generated.
Instagram: +1,100 comments, +47,900 likes
+250 articles in international media.
The Big Mac Shop is driven as a start-up business and is now an ongoing self-funding initiative: Half of the profits goes to Ronald McDonald’s House Charity, half is reinvested into developing new products.
New designs are currently in production. The shop is proving sustainable as an ecommerce platform and for innovation that allows McDonald’s to engage with fans in new ways.
The Big Mac Shop is now shipping to 6 continents.