We launched www.bigmac.ru, then encouraged consumers to join in, via OOH supersites; a TV campaign with different commercials using the BigMac lyrics; announcements on social sites vkontakte, myspace, rutube, video@mail and radiostation sites.

Partnership with MTV started the Fun, with announcements presented by guru Alexander Anatolievich, and crazy sketches on MTV’s morning show: Nik and Vano performed 14 versions of the BigMac song, ending with, “You can do better? Prove it, at www.bigmac.ru” We seeded viral videos that looked like entries. “Granny Tamara” from rural Russia sings a folk music version. But she’s never seen a BigMac, and mispronounces ‘sesame’, bringing a smile to viewers. A second viral capitalized on the popularity of Eurovision.People enjoyed making videos, and it was fun checking out entries, adding comments to the site and voting for favorites. As the ultimate in fun, the winners performed on MTV, plus got tickets to MTV RussiaMusicAwards!

MediaResults:1,013,000 pageviews206,000 visits (162,000uniques)2.5 minutes average time spent3,504 people joined BigMac communityGranny Tamara took on a life of her own:585 people “friended” Granny on her vkontakte page3,376 views at Youtube.ruThe viral amassed 300 posts of discussion.BusinessResults:Sales of Big Mac grew by 20%! Sales stayed up, setting a new benchmark.AdvertisingTrackingPanel data shows the campaign changed how young Russians perceive McDonald’s:“McDonald’s……is young at heart” – 57% (vs. 49% average for 2009)…is a simple pleasure in my life” – 56% (vs.43%)…offers food I like” – 51% (vs.41%)