The vast majority of sales at McDonald’s comes from core menu items, such as the Big Tasty burger. With so many new and innovative burger options popping up all over the place, McDonald’s is losing the attention of Millennials. It’s critical to maintain the love for McDonald’s iconic products. And so we needed to promote the Big Tasty to remind Millennials that McDonald’s was the perfect place to visit if they wanted to satisfy their hunger with delicious food.

A Big Tasty host conducted 6 lives sessions on Instagram and Facebook simultaneously (3 English and 3 Arabic), across 15 social handles in 7 GCC markets. He engaged with consumers, telling them about the unique chance to win a Big Tasty. During the live sessions he showcased the delicious Big Tasty burger. He also mentioned the simple rules of the competition – that viewers would be eliminated if they engaged with any of our content. Whenever consumers engaged he eliminated them in real time, calling them by their name.

Between live sessions, engagement with consumers continued. Through active listening, our community managers replied to comments with text, short videos and GIFs, hyping up the delicious burger prize and eliminating any participants on the spot.