When you turn 50, you want to celebrate. With the iconic Big Mac burger marking a significant birthday this year, we were challenged to do something that would excite existing customers and reach the one fifth of millennials who have never tried a Big Mac. Something to reignite that enduring love for the burger and spark it in others.
The Big Mac is a global icon in more ways than one. It is one of the only products that can be bought in almost any country in the world and economists use it to measure how exchange rates affect currency, which is then published as The Big Mac Index by the Economist.
Mango was briefed by McDonald’s NZ to bring to life a global McDonald’s idea: Mac Coins – five individually designed gold coins, one for each decade of the Big Mac, that could be redeemed at any participating restaurant across the globe for a free Big Mac burger.
Our job – deliver them to Kiwis through engaging on street activation. To kick off we worked with agency partner DDB who developed a teaser video of the coins arriving which was posted on social media, and newsrooms were informed of the arrival of our special Mac Coin delivery in their city to build anticipation.