Maccas were launching a new product - McWings - to take the chicken battle to KFC. They taste incredible, according to the brief, and Maccas wanted to show people that.
We thought it was a better idea to ask people to show us, so we came up with a competition to find the best 'First Bite Reactions'. Customers could enter videos and photos of themselves reacting to their first bite of the product, in an effort to win a $5,000 prize.
The campaign Facebook app allowed people to upload their entry, and was supported by a TVC, press and online advertising.