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CHICKEN BIG MAC

NOT NOT A BIG MAC

Since 1967, in the US, the Big Mac has always been two all-beef patties, lettuce, cheese, pickles, onions, and special sauce on a sesame seed bun…but in 2024, McDonald’s did the unthinkable:  changed the meat on the iconic Big Mac. By swapping the beef with chicken, McDonald’s put into question if this new sandwich – the Chicken Big Mac – was even a Big Mac at all.


But you can’t debate a commercial, that’s what the internet is for. A get-your-attention-in-6-seconds-or-less ad wouldn’t know how to handle this kind of existential debate, so we went to where debate lives and thrives – Twitch. And we didn’t just make one stream, we made two-and-a-half-hours of Big Mac vs. Chicken Big Mac content.


We blurred the lines between the stage and the stands, handing creative control to the most influential content creator in the world – Kai Cenat – letting him write the script and invite some special friends to join the discourse. The result? Four unscripted livestreams asking: Is a Big Mac with Chicken still a Big Mac? Guests like John Cena, Fanum, and Serena Williams joined the conversation. We even brought back the hit show iCarly and streamed it live on Twitch.


But this wasn’t just content for content's sake , it was about finding our fans where they were. They ran with it and created thousands of pieces of content. Streamers far and wide ate Chicken Big Macs and streamed. Content creators reacted and reviewed the latest Big Mac.React and review content creators reacted and reviewed.


And to cement this new chicken legacy, we took Chicken vs. Beef everywhere: we remixed the iconic OG Big Mac jingle to create a new jingle where the Chicken Big Mac dueled the Beef Big Mac, we made custom Beef vs. Chicken headphones, mascots and bling. We even lit up the Las Vegas Sphere—the world’s biggest, boldest billboard—with a larger-than-life Original and Chicken Big Mac. By the end, the world couldn’t help but join in on the debate. But no matter your take, one thing is certain. Like the OG beef version, the new Chicken Big Mac became an icon.  


Results: 

  • 80M organic social impressions

  • 9B earned media impressions

  • 250K+ in earned media engagements

  • 5M engagements in total

  • One of the most engaged social campaigns in McDonald’s history

  • 1M+ live stream viewers combined

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