Title	BIG MAC SHOP
Brand	McDONALD'S SWEDEN
Product/Service	BIGMAC
Category	B01. Fast Moving Consumer Goods
Entrant Company	DDB STOCKHOLM, SWEDEN
Advertising Agency	DDB STOCKHOLM, SWEDEN
Media Agency	OMD Stockholm, SWEDEN
PR Agency	PRIME Stockholm, SWEDEN

Name	Company	Position
Simon Higby	Ddb Stockholm	Art Director
Stefan Gustafsson	Ddb Stockholm	Copywriter
Johan Ljungman	Ddb Stockholm	Business Director
Jeanette Ytterman	Ddb Stockholm	Account Director
Emmi Wilhelmsson	Ddb Stockholm	Account Manager
Anna Hellenberg	Ddb Stockholm	Print Manager
Christian Budtz	Ddb Stockholm	Strategic Planner
Christian Björnerhag	Ddb Stockholm	Photoshop Artist
Pärmartin Jonsson	Ddb Stockholm	Graphic Designer
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
Daniel Israeli	Ddb Stockholm	Special Production Manager
Rickard Berggren	Ddb Stockholm	Social media manager
Magnus Flobecker	Magnus Flobecker AB	Costume Design
Maria Ramsay	Prime Pr

The Campaign

The Big Mac is the world’s most famous hamburger, but the love for it seemed to be fading. The challenge: How do you make an old icon exciting again? The strategy was to create a way for its fans to show how much they love the hamburger of hamburgers. We created an exclusive Big Mac pattern with the icon burger in size 1/1 and launched the world’s first Big Mac Lifestyle Collection. The online store www.BigMacShop.se made the items available for the fans. As a self-funding initiative, half of the profits from shop goes the Ronald McDonald’s House Charity while the remainder is reinvested into developing new products. We realized that this was a news that would appeal all burger lovers out there, so the strategy for the launch was to go global. We also took high end lifestyle press images of the Big Mac Shop items that would make it hard for media to resist publishing. To kick-start the conversation in social and traditional media, we launched the collection during our very own fashion show event in Stockholm. The Big Mac Shop doubled as the hub in an integrated eco-system that rolled out across platforms in owned and earned media, using cultural influencers such as the national Swedish Skiteam. The story spread like a wildfire, generating +50 million SEK in earned media within the first week and welcoming visitors from over 150 countries.

The Brief

The goal was to make the iconic Big Mac feel exciting again and have fans rediscover their love for it. Putting the Big Mac back into its fans’ social conversations as an icon once again worth talking about and having fun with.

Execution

Before: One week prior to the event, more than 200 bloggers and journalists received a digital invitation to the runway show. An extra 60 invitations where distributed by courier to selected influencers with an exclusive sample of the new BigMac pattern. During: On the morning of the fashion show, an international press kit was send to: - 175 bloggers and 78 journalists in Sweden - International correspondents in 138 countries (registered with the Government offices of Sweden) and 72 journalists internationally After: All media contacts were listed and updated regularly and they received regular updates with new pictures and a film from the show. A BigMac Showroom was established in Stockholm, Sweden, in order to handle media sample requests. The ongoing dialogue with fans happened via the Big Mac Shop’s own Instagram account, regramming fans’ own Big Mac Shop posts.

• In just 1 week, the campaign reached 200 million people, generating 50 million SEK in Earned Media (5.5 mill. Euro). After 6 months this number had increased to 75 mill. SEK (8.1 mill. Euro). • The Shop has welcomed visitors from 150 countries, 76% visitors coming from direct traffic as a result of the high awareness. • +362,000 unique site visitors since launch. 41% of visitors return to the site indicating deep engagement. +1,8k fans have subscribed to product updates. • Twitter: +1,700 tweets. Instagram: +1,100 comments, +47,900 likes • Big Mac Shop is shipping to 6 continents and driven as a self-funding initiative: Half the profits goes to the Ronald McDonald’s House Charity, half is reinvested into product development. • New designs are in production. The shop is proving sustainable not just as ecommerce platform but for innovation that allows McDonald’s to engage with fans in new ways.

The Strategy

The strategy behind the campaign was to have BigMac behave like a modern pop icon. As we moved BigMac into a fashion and lifestyle territory, we aimed to broaden the appeal beyond the male burger loving audience. By featuring an ironically aspirational uni-sex clothing line, the BigMacShop appealed to the young, urban and fashion-conscious girls and guys. It also allowed for a completely different kind of storytelling of McDonald’s in general, and in lifestyle media that rarely cover McDonald’s, in particular. The BigMacShop launch opened the door to coverage on trendy fashion blogs such as highsnobiety and in more established fashion media such as Marie Claire. This strategy was supported by collaborations with cultural influencers who posted pictures of themselves wearing BigMacShop items – creating legitimacy even for young urban hipsters to wear BigMac on their sleeve.