McDonald’s Creates Brand-New Appetite for the Big Mac Using Snap AR

McDonald’s Bringing Classic Big Mac Fun to a New Generation of Fans

McDonalds Australia wanted to create a new Generation of Big Mac Fans. Eager to revive the Big Mac’s popularity among Australian audiences, the global brand, in collaboration with DDB & OMD Sydney, harnessed the power of cultural recollection to do so – and Snapchat made it super simple.

Using Snap AR in an Integrated Campaign

To raise awareness of its offering and ensure seamless engagement with its promotion, McDonald’s launched The Original Mouthful, an integrated campaign across Digital, Out of home TV and radio.

As part of the campaign, which ran between April 3 and May 21, Snapchat designed an accessible augmented reality experience. The Big Mac Chant challenge, which was created to engage Millennial and Gen Z consumers, kicked off on April 17 and ran for three weeks.

A nod to a jingle that was popular in Australia in the 1970s, Snapchatters had to deliver the words ‘two all beef patties, special sauce, lettuce, cheese, pickle onions on a sesame seed bun’ in under four seconds. Snapchatters, who successfully completed the challenge, would then receive a code that was redeemable via the My Maccas App.

By gamifying an element of its promotion via Snapchat, McDonald’s not only encouraged interaction among its target audience, but contributed to the campaign’s existing buzz, while Video Ads drove awareness across all Snapchat surfaces.

Reaching 4 Million People

The Original Mouthful Campaign was an enormous success, with McDonald’s receiving a Silver Lion award at the Cannes Brand Experience & Activation earlier this year.

The overall campaign reached over four million people¹ on Snapchat and was shared over 108,000 times². It also achieved a 9.8 average Lens playtime³.

On Snapchat, among people aged 25-34, the campaign drove a 14% lift in purchase intention and a 6% lift in awareness.⁴