| Title | BIGMACSHOP |
| Brand | McDONALD´S |
| Product/Service | BIGMAC |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
Entrant Company
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DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
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DDB STOCKHOLM, SWEDEN
|
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Media Agency
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OMD Stockholm, SWEDEN
|
|
PR Agency
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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 |
| 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 |
| Daniel Israeli |
Ddb Stockholm |
Special Production Manager |
| Anna Svensson |
Ddb Stockholm |
Account Manager |
The Brief
McDonald’s fans’ love for the Big Mac was fading. The challenge: How do you make an old icon feel exciting again?
Our strategy: Give Big Mac fans a new opportunity to be fans – by promoting it in a fun and playful way that feels credibly McDonald’s and once again have people say: i’m lovin’ it.
Ultimately, we wanted to let Big Mac behave like a modern icon so that it could earn its way back into the social conversation. And have fans rediscover their love for it.
Campaign Success
The activation of The Big Mac Shop placed the iconic Big Mac into new lifestyle territory. The ironically aspirational uni-sex clothing line appealed to young, urban girls and guys. And it sparked a different kind of storytelling about McDonald’s in influential lifestyle blogs and media. The implementation had two phases:
Phase 1: Influence the influencers: We launched the The Big Mac Shop at our fashion show in Stockholm for bloggers and journalists. We partnered with cultural influencers who promoted Big Mac fashion items on their own social media channels.
Phase 2: Fuel the conversation: Video clips from the show and with Swedish ski stars in Big Mac thermal underwear were released in on YouTube and Instagram. The Big Mac Shop was available directly from McDonald’s app, which is among the most downloaded apps in Sweden. Ongoing dialogue with fans is happening via the Big Mac Shop’s own Instagram account.
Describe the success of the promotion with both client and consumer including some quantifiable results
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 fans subscribe 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.
Explain why the method of promotion was most relevant to the product or service
This entry is the story of how we activated the iconic Big Mac equity in a totally different way, that gave its fans a fun, new reason to share their affection for the Big Mac with their social network.
As the core activation idea, we decided to open an online store – The Big Mac Shop – that sells specially designed Big Mac clothing and lifestyle items such as bed sheets, thermal underwear, even dog coats.
To promote the shop, we launched “The World’s First Big Mac Collection” at our own fashion show – The McWalk – in Stockholm before the public and press, starring Swedish hipster models dressed in iconic Big Mac designs.
The activation of the Big Mac Shop spread like a wild fire. In just one week the promotional event had generated +50 million SEK in Earned Media (5.5 mill. Euro) and driven visitors from 150 countries.