Big Mac Special Sauce Integrated Communications

McDonald’s released for the first time a limited amount of numbered, consumer-size bottles of the popular “special sauce.” CKP had to determine where and how to distribute the bottles to McDonald’s fans as well as how to effectively translate the giveaway into both positive buzz and sales. Research had shown that an overwhelming majority of millennials had never tried a Big Mac.

CKP curated and shared the brand story through original photography, videography, and copywriting. We focused the giveaway to 5 locations to reach the highest possible number of fans, choosing the McDonald’s at the University of Houston to harness the passion of millennials. CKP optimized on-site brand presence to engender user-generated content by enhancing the giveaway locations with selfie frames, props, a step-and-repeat, and legacy characters like Grimace, Birdie, and Hamburglar.

Turning a transaction into an experiential “event” is the fastest way to build cultural relevance and drive immediate revenue. As McDonald’s would say, people were lovin’ it.