McDonald’s was making a change to the Big Mac. They were launching the Grand Mac and Mac Jr to go with the original icon. We had to build some buzz around the Big Mac to make sure people heard the news and get them excited.
To do that, we surprised fans by announcing that, for the first time ever, McDonald’s was giving away 10,000 limited edition bottles of Big Mac Special Sauce.
As part of the giveaway, we went Live simultaneously on Facebook, Twitter, and Instagram – a first for any brand on social – as we awarded 200 lucky participants bottles of Special Sauce. For the live event, we built three identical escape rooms and had a host in each room to try to unlock the sauce to give it away to our friends on social.
Adweek wrote up our live activation that was the first to happen across three social platforms at the same time.
This is one of the escape rooms. All three were identical.
I now own that Big Mac art.
AD: Jeff Roy: http://jeffdroy.com/