Big Mac Song
Vanessa Carr and Brian Chan
Campaign details
Brand owner: McDonald'sAgencies: Leo Burnett and StarcomBrand: Big MacCountry: South KoreaChannels used: Games and competitions, Internet - microsites, widgets, Mobile and apps, Outdoor, out-of-home, Print - general, unspecified, TelevisionMedia budget: 1 - 3 million
Executive summary
The Big Mac is an iconic burger in Korea, just like the rest of the world – but it had lost its lustre. With no 'new news' to hang its hat on, the Big Mac was overshadowed by the newer, competing burgers. Also,...