BIG MAC IS STILL BIG MAC?

Slider

CHALLENGE

McDonald’s started a promo campaign “Big Maс is still Big Mac?” where brand presented new bacon taste of burger. We had to increase promo’s reach with help of bloggers and involve users into a discussion about tastes of Big Mac.

APPROACH

We invited famous bloggers Nastya Ivleeva and Andrei Borisov for promotion. They published funny vines at their Instagram accounts. Their videos were tagged with hashtags #ВсеЕщеБигМак and #УжеНеБигМак. These posts initiated a discussion which was supported by middle reach bloggers’ photo and video posts. Followers engaged into discussion and generated their own content debating on Big Mac new taste.

RESULTS:

> 16 mln campaign total reach on the Instagram
> 1,7 mln likes on blogger’s publications
> 500 publications from users who took part in dispute