By the numbers
90%
increase in Big Mac sales
9.3M+
cumulative impressions
557%
increase in Facebook engagement
Client background
McDonald’s launched a nationwide campaign for two limited-time additions to the Big Mac family: the Grand Mac and the Mac Jr. The centerpiece was a one-time giveaway. For the first time, McDonald’s released numbered, consumer-size bottles of its Special Sauce. The company produced 10,000 bottles nationally. Houston received 250 of them. CKP served as McDonald’s agency of record in Houston.
The challenge
CKP had to decide where and how to distribute 250 coveted bottles across the Houston market. The bigger question was translation: turning a giveaway into both buzz and sales. McDonald’s research showed most millennials had never tried a Big Mac. The company wanted a grassroots effort built to reach that group locally.
The campaign carried four goals:
- Generate awareness and buzz.
- Increase Big Mac sales among millennials.
- Engage Asian, Latino, and African American consumer markets.
- Give the national promotion a distinct Houston character.
The CKP approach
CKP partnered with three Houston chefs who had strong social media followings. Each chef built a dish around Big Mac Special Sauce. CKP produced video content of each creation and distributed it across multiple channels. The videos earned local and national press coverage.
Micro-influencer engagement and earned media reinforced the chef content. A blended advertising strategy carried the story further, built on original photography, videography, and copywriting for press, advertising, and social media.
CKP concentrated the giveaway at five locations to reach the highest number of fans citywide. One site, the McDonald’s near the University of Houston, was chosen specifically to capture millennial energy.
At each location, CKP built a setup designed to generate its own content: selfie frames, props built from McDonald’s items, and a step-and-repeat backdrop. Grimace, Birdie, and Hamburglar appeared in person to pose with guests. A recap video went out across local social channels afterward, driving a second wave of social activity and press.
What we delivered
- Integrated communications planning and execution
- Content marketing and influencer marketing strategy
- Media relations planning and execution
- Advertising strategy and digital engagement management
- Video and photography, including a new lifestyle content series
- Creative services, including event concept, brand activation, and management
Results
CKP’s earned media campaign outperformed every other US McDonald’s market by a significant margin. Its Houston social media campaign did the same. The campaign generated 83 media placements, more than 9.3 million cumulative impressions, and $260,000 in publicity value. Facebook engagement rose 557%. Twitter reach rose 260%.
Big Mac menu item sales in Houston rose 90% following the campaign.
