How McDonald's put the 'Big' back in 'Big Mac'

Andreas Krasser

Campaign details

Brand owner: McDonald's Korea
Agency: DDB Group Korea, Starcom Korea
Brand: McDonald's
Country: South Korea
Channels used: Internet – display, Internet – microsites, widgets, Internet – search, Mobile and apps, Word of mouth and viral
Media 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, and elevating the Big Mac back to the iconic status it deserved.

In a category that was heavily reliant on TV ads and celebrity endorsements, a rethink was needed on how best to reach the young core target audience, aged 19 to 24 years old. It was decided to leverage the fact that they're so digitally savvy, in a user-generated campaign that would break local barriers and records.