The Big Mac Mind Test

Objective

McDonald's aimed to demonstrate the psychological power and cognitive influence of the Big Mac brand through interactive scientific experiments. The campaign leveraged psychological and perceptual research to reposition the product from traditional advertising into engaging, participatory content that would captivate UK audiences.

Solution

Razorfish created an interactive online campaign combining hidden-camera experiments with optical illusions—notably a test where people photographing a couple failed to notice when different individuals switched places while their attention was drawn to a giant Big Mac poster. The campaign featured a series of mind tests and interactive experiments on McDonald's UK website, applying scientific and mathematical methods to showcase how the Big Mac affects consumer perception, attention, and decision-making. The work used gamified psychology experiments to engage users directly with the brand narrative.

Results

Not published.