Our target insights told us young adults hate being marketed to. So we developed a promotion that was delivered where they spend most of their time – cellphones and online. With online entry codes on Big Mac packaging directing them to the website, we gave them a chance to compete for something they love without making them feel like they were being sold. Concert events that sold out in Chicago and L.A. kicked off the promotion. It was a truly unique music experience that only Big Mac and the House of Blues could deliver. 10 concerts. 10 cities. 10 days.

Not only were both launch concerts sold out, we garnered media attention from relevant outlets such as VIBE magazine and BET. Consumer gap scores showed that we built a positive impression of McDonald’s flagship sandwich- Big Mac. Young Adults aware of the promotion were twice as likely to feel that “Big Mac connected to cool things that interested them”. Sales of the Big Mac were successfully sustained during the promotional period and key young adult trade magazines ran coverage of our unconventional, viral sweepstakes generating millions of additional free media impressions. Loyalty reinforced. Impressions made. Sandwiched sold. Mission accomplished.