The Big Mac is a pop culture icon all over the world.

So much so that it is even used as an economic index in several countries ("The Big Mac Index"). However, with the new generations emerging, McDonald's has been looking to renew the popularity of its most famous sandwich. So it was time to prove that, even with the most advanced technologies and artificial intelligence, the Big Mac remains the most iconic of all its competitors.

burger. Thus, it was time to demonstrate that, amidst the latest tech marvels and artificial intelligence, the Big Mac remains a towering icon among the myriad competitors of today's world.

Since its launch, ChatGPT has become a highly credible content repository. This has generated relevance for the tool and positioned ChatGPT as a new search engine for the younger generation. So, knowing that ChatGPT uses the entire database available on the web as a source, it was the perfect time to use this repertoire to our advantage. We asked the artificial intelligence "What is the most iconic sandwich in the world?" and the answer was what everyone already knew: the Big Mac. So that there would be no doubt, we put the full ChatGPT answer in OOHs, magazines, and newspapers to reaffirm our truth. What wasn't foreseen was the wave of responses from our competitors, which generated even more relevance for our campaign.

The Big Mac is undergoing a makeover and strengthening its image for new generations, and bringing in a new influencer and opinion leader was necessary to persuade Gen Z. Instead of creating another McDonald's campaign talking about McDonald's, nothing is more powerful and convincing than bringing together all the information from the internet in one place, Chat GPT.

Chat GPT responses are usually quite descriptive and complex. We used this to our advantage and decided to place it in its entirety in print media (OOH, magazines, and newspapers) with a high circulation in Brazil. Together with a PR strategy, the subject began to resonate. Other competitors took the bait and, from the moment they got involved, helped our campaign reach the entire planet. The public took sides and, although many found the "AI war" that took over the streets to be funny, everyone agreed that Big Mac led the conversation and came out of it as the big winner.

- R$2 billion (US$ 400M) earned media for an investment of R$349K (US$ 69.8K)

- 307M reach - the goal was to reach 2.4M people, and we reached 150 times more than planned.

- 85 million people audience

- A 400K rise in orders (during the first week)

- +2.0 percentage point increase in "favorite fast-food brand". Achieving over 27 percentage points ahead of the main competitor.

- Just like the Big Mac, which has been sold on all continents with the same recipe since the year it was launched on the menu, our campaign guaranteed global reach, earning local press coverage on all continents.