BigApp
- Brand
- McDonald's
- Year
- 2014
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- App
- Agency
- Good Morning
- With
- Ddb Oslo
Objective
McDonald's Norway wanted to put the Big Mac back on people's minds — waking up old fans and pulling in new ones — and turn that attention into restaurant visits by giving away the burger to anyone willing to prove they wanted it.
Solution
Players open BigApp on their phone, point the front camera at their own face, and stretch their mouth as wide as it will go, big-mac-bite wide. The app tracks the gape on screen and the challenge is to hold that wide-open mouth for 45 seconds straight without letting it shrink. Pull it off and the app fires the camera, capturing a 'gape selfie' at the exact moment of success. That selfie becomes the coupon: show it on your phone at a McDonald's counter and the Big Mac is free.
- 1
The player opens bigapp.no on their phone, a landing page whose only content is two download buttons, one for iPhone and one for Android.
- 2
The player installs the free BigApp and opens it.
- 3
The app switches on the phone's camera and sets the challenge: open the mouth as wide as it takes to bite into a Big Mac.
- 4
The camera tracks how wide the player's mouth is open, and the player has to hold a wide-enough gape through a 45-second countdown to complete the challenge.
- 5
A successful hold produces a 'gape selfie', a photo of the player's wide-open mouth, which doubles as a coupon.
- 6
The player brings the gape selfie to a McDonald's restaurant and redeems it for a free Big Mac.
