We strategically chose partners MTV and MySpace, which, like The Big Mac, held deep cultural value within the Young Adult demographic. Even more fitting, we surrounded an MTV show that was bringing back the classic element of Music to MTV – similar to how McDonald’s was reintroducing a classic of its own. Great timing rocks.In a musical collaboration with MySpace, we created a branded profile encouraging fans to create a Big Mac Chant. Lending authenticity and building hype, the page featured versions by musicians like Christina Milian. Judges – record executives and pop stars – chose the Top 5 entries before opening it up to the community for final voting.

The winner was featured in a national McDonald’s commercial. We then turned up the volume by having an “audience member” sing his version of The Big Mac Chant and encourage others to do the same on MTV’s Friday Night MTV. Rock on.

Ok, let’s talk numbers. The kind that both confirmed and exceeded our expectations. Check these out:• Record breaking sales increase over pre-promotion periods• MySpace profile: more than 1.5MM page-views; 1.1MM unique visitors; 7,000 friends; 1,400 submissions; and #1 among 11 communities in the quick-serve-restaurant vertical• Cross-platform speaking: MySpace traffic spiked from 9,421 to 55,586 the day FNMTV went live with a custom vignetteWe’re lovin’ it! And so is McDonald’s.