There’s a Big Mac for That.
Re-introducing an American staple to the next generation
To appeal to a new younger audience, McDonald's refreshed their iconic Big Mac sandwich by releasing two new sizes. While researching the new audience, we discovered that nearly half of millennials have never even tried a Big Mac.
So, we planned a college "house party" at an off-campus apartment complex for students. We took over their community room, brought in a DJ, games, giveaways, and a ton of Big Mac sandwiches to capture millennials trying Big Macs for the first time.
I created original artwork for the walls, windows, TV displays, games, and directed a production company for sound, lighting, and shooting.
We promoted the event across campus with flyers, social media, and collaborating with a marketing class to spread the word.
In the end, we had over 50 students try a Big Mac for first time and created a video and series of Tweets for the Northeast Ohio market.
Event photos
Where else to find the millennial crowd?
We took over this bar-cade that does not serve food and tested "new menu items" (hint: they were samples of Big Mac sandwiches). For the most part, since these were older millennials, this crowd had already had Big Macs previously and couldn't be fooled by the unmistakable taste, but they were all very pleased. And for the few who had their first Big Mac experience, they really liked it.
Art Director: Josh Monaco | Creative Director/Writer: Matt Thompson | Producer: Chas Soltysiak
Social Media Director: Melanie Long | Social Media Coordinator: Nikki Hannaway | Account Supervisor: Eric Scherr | Account Executive: Maranda Bailo