| Title | BIG MAC SHOP |
| Brand | McDONALD'S SWEDEN |
| Product/Service | BIGMAC |
| Category |
B04. Travel, Entertainment, Leisure & Retail (incl. e-commerce and Restaurants) |
|
Entrant Company
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DDB STOCKHOLM, SWEDEN
|
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Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
OMD Stockholm, SWEDEN
|
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PR Agency
|
PRIME Stockholm, SWEDEN
|
Credits
| Simon Higby |
Ddb Stockholm |
Art Director |
| Stefan Gustafsson |
Ddb Stockholm |
Copywriter |
| Johan Ljungman |
Ddb Stockholm |
Business Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Anna Hellenberg |
Ddb Stockholm |
Print Manager |
| Emmi Wilhelmsson |
Ddb Stockholm |
Account Manager |
| Pärmartin Jonsson |
Ddb Stockholm |
Graphic Designer |
| Christian Budtz |
Ddb Stockholm |
Strategic Planner |
| 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 |
| Anna Svensson |
Ddb Stockholm |
Account Manager |
| Daniel Israeli |
Ddb Stockholm |
Special Production Manager |
| Magnus Flobecker |
Magnus Flobecker AB |
Costume Design |
Creative Execution
The Big Mac Shop is built on the TickTail e-commerce platform. The shop doubled as the campaign hub in an integrated eco-system, mainly driven by Owned and Earned Media:
To kick-start the conversation in social media and generate content for bloggers, vloggers and journalists, we launched “The World’s First Big Mac Collection” at our very own fashion show in Stockholm. Quality fashion photos were made available on Flickr. Video clips of Swedish ski stars wearing Big Mac thermal underwear were released on Facebook, YouTube and Instagram.
The ongoing dialogue with fans was handled via Instagram and Pinterest accounts.
In 1 week the campaign generated:
- 200 million Reach.
- Site visitors from 150 countries.
- 5.5 mill. Euro in Earned Media. After 6 months it increased to 8.1 mill. Euro.
76% of visitors from direct traffic. 41% of visitors are returning fans.
The Shop is driven as a start-up business, shipping to 6 continents. +1,8k fans subscribe to product updates.
As a self-funding initiative, half the profits goes to Ronald McDonald’s House Charity, half reinvested in new products.
New designs are in production. The shop is proving sustainable as a platform for ecommerce and innovation that engages fans.
The BigMac is more than a burger, it’s an icon. But as its status is fading with the younger generation, our objective was to have fans rediscover their love for the BigMac.
We needed to give them a new opportunity to be fans – in a playful way that felt credibly McDonald’s and once again had fans say: i’m lovin’ it.
We decided to open the Big Mac’s first official online shop featuring a specially designed Big Mac clothing line. To engage influencers and media, we held our very own fashion show in Stockholm, as a humorous lifestyle statement perfectly suited for fans’ social media behavior: Ultimately, the Big Mac Shop gave them a unique way to share personal Big Mac moments and affection with their social network on Instagram, blogs, YouTube and Facebook. And so they did.