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April, 2024

McDonald’s revives iconic Big Mac chant with an AI twist and Snapchat-led promotion

McDonald’s Australia, in collaboration with DDB Sydney, adam&eveDDB, and OMD, has launched the second phase of its integrated campaign for the Big Mac, dubbed ‘The Original Mouthful’.

The campaign includes a revival of the original Big Mac chant promotion, first introduced in 1987, updated with an Australian-first AI challenge using voice recognition in partnership with Snapchat.

The Big Mac chant challenge is available through Snapchat, TikTok, and the MyMacca’s app, and is designed to engage younger generations unfamiliar with the original chant. Participants who correctly recite the chant within four seconds will receive a voucher code for a small Fries and Coke, redeemable with any Mac Family range purchase between April 17 and May 8.

DDB Sydney, adam&eveDDB, and OMD partnered with Snapchat to create an Australian-first bespoke Lens for the challenge, utilising Snap’s speech recognition technology. The campaign also includes a TV commercial and online video, as well as digital out-of-home advertising. DDB Sydney, adam&eveDDB, and OMD worked with disability consulting firm Get Skilled Access (GSA) to ensure the campaign is accessible for people with varying types of access needs.

The first phase of ‘The Original Mouthful’ campaign was launched earlier this month, focusing on the Big Mac’s 56-year legacy.

“We have already had such an incredible response to the first phase of our Big Mac campaign with super fans already reciting the chant they remember so well and younger generations now bringing new life to the chant as well,” McDonald’s Marketing Director, Samantha McLeod, said.

“The next promotional phase of the campaign is set to challenge all Big Mac lovers – from the 80s right through to today – to recite the famous chant in a fun and engaging way. We can’t wait to see fans put themselves to the test on social media and see who meets the challenge.”

DDB Sydney Executive Creative Director, Matt Chandler, said the QSR couldn’t bring back the chant without the free food and drink promo offer.

“The best part of the Big Mac chant campaign we grew up with was always the challenge to beat the clock and win yourself free Macca’s,” she said. “We had a unique opportunity to take this iconic jingle – a thing that went viral before there was even an internet to go viral on – and hand it over to Macca’s fans online. It’s going to be fun to watch the nation take on The Original Mouthful in this new and innovative way.”

Head of McDonald’s at OMD, Emily Bosler, said the aim is to build the next generation of Big Mac fans, engaging younger Aussies and encouraging them to have some fun with the famous Big Mac chant.

“Extending seamlessly across all channels and working with our partners, like Snap, to elevate the consumers’ experience through ‘feel good’ moments of connection and creating more unique Macca’s moments for customers,” she said.

Head of Creative Strategy, APAC at Snap, Haran Ramachandran, who demonstrated his own skills reciting the chant at a media briefing on the latest campaign phase, again highlighted the iconic nature of the Big Mac chant and the opportunity it presented to engage Snap’s 8-million strong user base in Australia.

“It was fantastic to partner with the team at McDonald’s, DDB and OMD, to bring the iconic Big Mac chant to Snapchat. Our augmented reality Lens transforms the chant into a tactile and engaging challenge, where everyone can join the fun,” he said. “It’s testament to the unique capabilities of our platform to make advertising more human and immersive, and we’re excited to see the Snapchat community rise to the occasion and take on the challenge.”

The TV commercial and online video will promote the challenge with authentically crafted and decade-specific spots. In addition, fans’ socials feeds will be flooded with prompts, attempts and fumbles, while will be celebrated in reactive digital out-of-home to fuel engagement with the three-week promotion.

What’s more, McDonalds has struck several integration deals with mainstream TV programs. One sees Aussie celebs taking on the 4-second challenge in the jungle on Network 10’s ‘I’m A Celebrity…Get Me Out Of Here! Australia’; while in another, Karl and Sarah will tackle the tongue-twister on the Nine Network’s ‘Today’ show.

Sport doesn’t miss out either, and the NRL and AFL will go head-to-head to see which code comes out top on being the fastest to recite the chant.

DDB Sydney, adam&eveDDB and OMD also worked closely with disability consulting firm Get Skilled Access (GSA). GSA worked on creating an accessible way for people with varying types of access needs, focusing on including those who are non-verbal, blind or have low vision, as well as people who are deaf or hard of hearing, allowing them to participate in the campaign.