Big Mac Hero
Open the game- Brand
- McDonald's
- Year
- 2018
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Runner
- Platform
- Social
- Agency
- We Are Unlimited
Objective
McDonald's launched a new Big Mac campaign in 2018 to promote three burger sizes (Big Mac Jr., standard Big Mac, and Grand Big Mac) to U.S. consumers and build a new generation of fans. We Are Unlimited, McDonald's newly appointed agency of record, created an integrated campaign called 'Big Mac For That' that incorporated multiple channels to reach younger audiences and drive engagement across digital and in-store touchpoints.
Solution
Big Mac Hero was an infinite runner HTML5 game developed for Snapchat, where players collected different Mac sizes while 'leveling up on love' and avoiding competing food enemies. The game was unlocked via Snapcodes placed on cups in McDonald's restaurants and a limited 8-bit Snapchat Lens. As part of the broader 'Big Mac For That' campaign, it complemented hip-hop-themed music videos and other creative assets designed to celebrate everyday moments.
Results
The campaign reached over four million people on Snapchat, with more than 108,000 shares across the platform. For the 25-34 age group, the campaign delivered a 14% lift in purchase intention and 6% lift in brand awareness.
