How McDonald's put the 'Big' back in 'Big Mac'
Andreas Krasser
Campaign details
Brand owner: McDonald's KoreaAgency: DDB Group Korea, Starcom KoreaBrand: McDonald'sCountry: South KoreaChannels used: Internet – display, Internet – microsites, widgets, Internet – search, Mobile and apps, Word of mouth and viralMedia budget: Up to 500k
Executive summary
How McDonald's put the 'Big' back into the 'Big Mac'
In this case study, McDonald's took on Korea's burger fast-food category leader, a local brand, with the aim of increasing Big Mac sales, driving emotional consumer engagement with McDonald's,...