BIG MAC CHANT
We took this cultural icon of an older generation and let the younger audience make it their own. Introducing the Big Mac Chant-Off. Here’s how it worked: With support in broadcast, PR and digital media, consumers were invited to create their own version of the classic Big Mac Chant. The only rule was, you had to use the original lyrics. The winning track would be edited into a national TV commercial. In order to connect with aspiring musicians, we met them in their home – on MySpace. And it worked. Over the 7-week flight more than 1.5 million visitors checked out the competition and 1,300 of them submitted tracks. Best of all, McDonald’s enjoyed an unprecedented 22% increase in Big Mac sales over the entire flight, with periods spiking much higher.