“Think With Your Mouth” launched as a distinctively simple mantra for our campaign. In a world of overly complicated food choices and eating habits (ever seen someone take a photo before they eat?), it was time to satisfy the carnal desire to just eat.

By leveraging partnerships with key music and sports properties, we were ingrained in the daily lives of consumers. Whether it was aligning with SXSW, Coachella or Lollapalooza; creating new March Madness and Fantasy Football engagements; or working with Funny or Die to co-create a content series, Big Mac brought innovation to consumers without the in-your-face attack.

We rewarded fans with custom experiences and exclusive access to shows and content. Our Instagram Instafestival had people sharing pictures of their experiences. Big Mac Mash-Up helped fans tap into their artistic side where they paired music beats with distinct as expressions of their creativity.

The goal was simple: Get Millennials in bed with a Big Mac.

Did they bite? They did. Big Mac had shared common interests with the audience, and increased engagement of our custom executions proved the message was resonating. Big Mac could now build relationships with Millennials.

Big Mac achieved 12.3% gain in share of the burger category, and as brand health survey that asked users, “How likely are you to try a Big Mac in the next 30 days,” showed a 21% lift in intent to purchase.