Tweets of fans missing the Big Tasty on social media
Alas, for many years, there wasn’t the slightest sign. Until the year 2016…
We were tasked to bring Big Tasty back.
But how do you bring back a burger that left without explanation? How do you make the people accept Big Tasty back into their lives? (And…how do you sell 300,000 burgers in only 2 months, without any ATL support?)
By launching a campaign about the most remorseful burger; a burger begging for forgiveness, telling the jilted public it is sorry it ever left and asking them to…
Campaign line & logo/lock-up
How does a burger win back the hearts of an entire nation? By starting with its biggest fan, of course.
KingYllos KingYllos – a Joburg-based tweleb with over 8,000 followers – still yearned for Big Tasty. Even after 5 years. That’s true dedication.
KingYllos KingYllos – a Joburg-based tweleb with over 8,000 followers – still yearned for Big Tasty. Even after 5 years. That’s true dedication.
Tweets by @KingYllos
Starting with subtle stalkery…
Teaser Video directed @KingYllos
…Big Tasty soon got braver and approached KingYllos directly.
Billboard Artwork directed @KingYllos. This is also the campaign art direction pulled throughout the campgain.
Reaction tweets by McDonald's followers
We felt compelled to tell their beautiful story.
Hero AV used on social media and Youtube pre-rolls
But would the public be as forgiving as KingYllos? Responses to Big Tasty’s pleas on social media seemed to imply that they just might.
Facebook Posts and fans engagement
Big Tasty went to visit some special friends first…
And then went on a mission to convince the South African public at large that it deserves a place in their hearts forever.
We asked people to visit lovinit.co.za where they were presented with a simple question: Will you take Big Tasty back?
Microsite where users get the chance to Take Big Tasty Back.
The naysayers got wooed until they folded. The people that said yes and shared their love on Facebook and Twitter got rewarded with love poems and songs sent to their phone, and Big Tasty vouchers.
Three lucky fans got treated to tickets for the Big Tasty Big Date – an exclusive and romantic reunion dinner.
Three lucky fans got treated to tickets for the Big Tasty Big Date – an exclusive and romantic reunion dinner.
Big Tasty carried on courting the nation with declarations of love and a beautiful acapella song performed by The Smokey Sisters.
Youtube pre-roll of the McGirls performing an acapella song
And the people were going buns over heels for the Big Tasty.
So our story comes to a close: the people took Big Tasty back. But how did the campaign do?
Results:
Results:
7,271,584 people reached on FB and Twitter
317,935 engagements
838,815 video views
31,301 microsite visits
2,628 organic influencers gained
A brand love score of 9,6
#BigTastyBigDate trended organically
317,935 engagements
838,815 video views
31,301 microsite visits
2,628 organic influencers gained
A brand love score of 9,6
#BigTastyBigDate trended organically
And – not only did we meet our target – we exceeded it by 17%, selling 350,000 Big Tasties in only 2 months.
Now that’s a happy ending.
Now that’s a happy ending.
