How to reinvigorate the legendary status of the McDonald’s Big Mac? Sponsor the Legends tournament at the Australian Open Tennis Tournament, which celebrates past winning legends and invites them back to play. In the heart of Grand Slam oval we gave tennis fans the opportunity to imagine the feeling of winning the Australian Open by ‘signing the camera like a pro’, a long held tradition where the winner of major tennis tournaments sign the camera lens. We used augmented reality to bring the legendary moment to life on a virtual centre court and captured as a video for everyone to share their newly legendary status social media. The activation generated such buzz and excitement that even genuine legends such Pat Cash and Henry Leconte got involved.

- The activation was a huge success on a number of fronts, attracting extensive media coverage from the Australian media.

- Sharing content on Facebook with McDonald’s Australia’s 1 million fans ensured a staggering 120,093 likes, 14,609 comments and 7,090 shares delivering some of our best performing posts ever.

- Prompted sponsorship awareness put McDonald’s in fourth place, just behind major and long term sponsors such as Jacob’s Creek Wine and ANZ Bank, with McDonald’s only a minor sponsor.

- Based on attendance at the Australian Open our activation was seen by 224,779 fans (based on total attendance of 703,899)

- At the tournament, 4,611 videos were filmed and shared online, reaching an estimated 223,368 friends and family.

- Total YouTube views reached 26,203 and consumers watched an estimated total of 8,300 minutes of footage or 138 hours).