To get millennials to try Big Mac, McDonalds had 20.000 free burgers to give away. We managed to engage the target group directly on their mobile devices by designing a mobile application called Big App.The app generated a coupon which led people directly to our sampling activity. The app also included a funny selfie which was published automatically in SOME and in turn generated rapid downloads of the app.

Big Mac has three things it is difficult to copy. A secret sauce that gives a unique taste, a height that actually makes it difficult to gape over, and a very distinct and iconic name. All these were essential in the campaign.

The core of the campaign was a sampling of activity where we distributed 20,000 free burgers, as we realized early on that we could not only communicate ourselves to success, we needed to stuff the burger down their throats.

To get the free coupon, you had to download the Big App - an app that let the target group play with the obvious feature of the burger, the size. To qualify you had to use the mobile camera function and open your mouth high enough for 45 seconds. If you succeeded, the app generated a "gaping selfie" which acted as voucher for a free Big Mac.

During the campaign (weeks 15-23) we achieved 59% increase in sales of Big Macs. Sales of Big Macs established themselves at a higher level after the campaign was finished (17% sales increase from before campaign start (u23-40)

In less than a day the "BigApp" was the most downloaded app in the AppStore and after only 33 hours we had already reached the target of 20 000 distributed coupons. We were empty of free burgers. Despite this, people continued to download and play the game, which probably has contributed to the good results.

A small funfact: Many restaurants observed millenials hiding in corners "gaping" in front of their mobile phones.