McDonald's BigApp

Objective

McDonald's Norway partnered with DDB Oslo to boost Big Mac sales and brand engagement among younger consumers through an innovative mobile app experience. The campaign aimed to create a shareable, playful moment that would drive restaurant traffic and product trials using interactive technology.

Solution

BigApp (also known as "Gaper Størst" in Norwegian) was a mobile application featuring a camera-based challenge. Users opened the app and attempted to hold their mouth as wide open as possible for 60 seconds while the phone camera tracked and measured their gape using facial recognition technology. Successful participants received a digital coupon displayed as a 'gape selfie' that could be redeemed for a free Big Mac at McDonald's locations. The simple, gamified mechanics encouraged social sharing and engagement.

Results

Not published.