Bronze Spike

Case Film

Presentation Board

Product / ServiceBIG MAC
CategoryB04. Use of Social Audience in a Promotional Campaign
EntrantDDB Sydney, AUSTRALIA
Entrant Company DDB Sydney, AUSTRALIA
Advertising Agency DDB Sydney, AUSTRALIA


Name Company Position
Toby Talbot DDB Sydney Chief Creative Officer
Cam Hoelter DDB Sydney Deputy Executive Creative Director
Steve Jackson DDB Sydney Creative Director
Ellie Jones DDB Sydney Creative Team
Avani Maan DDB Sydney Creative Team
Nicole Taylor DDB Sydney Managing Director
Josh Davoren DDB Sydney Senior Buisness Director
Melinda Parris DDB Sydney Account Director
Fran Clayton DDB Sydney Head of Planning
Anna Bollinger DDB Sydney Planning Director
Domenic Bartolo DDB Sydney Design Director
Tina Alldis Mango Sydney Senior Buisness Director
Ben Greenslade Mango Sydney Senior Sponsorship Director
Laura Cario Mango Sydney Senior Account Manager
Mark Lollback McDonald's Australia Chief Marketing Officer
Bronwyn Powell McDonald's Australia Senior Director of Marketing
Jo Feeney McDonald's Australia National Marketing Manager
Rachel Mialkowski McDonald's Australia Senior Brand Manager
Skye Oxenham McDonald's Australia Senior Corporate Communications Manager
Chris Grant McDonald's Australia Corporate Communications Manager

Brief Explanation

To create discussion around, and prove that everything tastes better when it tastes like the Big Mac Special Sauce, a multi-phased campaign which utilised both a digital activation and real world sampling activity, was developed. Firstly, to build a sense of exclusivity around the iconic ingredient and showcase just how ‘unlocked’ from the burger it was, an auction was activated on eBay. This phase of activity allowed us to get Australia – and the world – talking about the world first nature of the sampling of Big Mac sauce outside of the restaurant. Once this conversation had taken hold, we started a three-week tour of a tweet-powered vending machine and team of ‘sauce bombing’ promotional staff which travelled to locations where McDonald’s had no or little, presence, allowing consumers who would not otherwise interact with our brand to see for themselves that Special Sauce makes everything taste better.

The Brief

McDonald's most iconic products, their core range, account for a disproportionate share of overall business performance and brand equity. With core product sales in steady decline over recent years, not only does the business suffer, the McDonald's brand itself is at risk. The Big Mac, which has held iconic status throughout the 70s, 80s and 90s, was experience fading relevance that has seen consumers outgrow, or worse, never grow into the icon. To get the Big Mac into the minds of the next generation, we needed to disrupt the market by making it a meaningful part of consumer culture again.

Describe the success of the promotion with both client and consumer including some quantifiable results

- Best Big Mac sales ever in Australia (over any other 4 week period). - 3.8 billion (!) PR impressions - A highest bid of $23,600 for the eBay charity auction - Additional +6 million social impressions (double the target of 3m) - +4.5 million more people into McDonalds than the same time last year - Doubled positive social sentiment (week prior to launch 8% increased to 17% in first week of campaign) - Improved “Brand I love” and “Brand for me” measures.

Explain why the method of promotion was most relevant to the product or service

To disrupt how millennial perceived McDonald’s and connect them with our most iconic burger, we gave them access to something which had been forever locked inside a the Big Mac. An eBay auction was developed, allowing McDonald’s to engage with millennials through a platform they used and the brand had not previously activated through. The auction featured #1 of only 200 bottles of the sauce. (Funds raised going to Ronald McDonald House Charities.) It was announced through a mainstream media exclusive feature and an influencer outreach program, which kick-started the use of #macitbetter creating traction for the hashtag. The campaign reached fever pitch with tweet-powered vending machines and ‘sauce bomb’ promotional staff, touring around the eastern seaboard. The sampling activity went to sites that hosted large number of millennials, so we engaged with an audience who wouldn’t normally interact with the brand or our menu. Growing their affinity toward not just the Big Mac, but McDonald’s.