2013 Winners & Shortlists

The Campaign

Branded content comes in many different forms. For this entry, we centered all our content around the events of the world since 1967, the year of the first Big Mac. The content was in the form of posters along with support from TV and online videos. No restrictions applied.

Results

The Big Mac was invented in 1967 and has seen some of the greatest events and inventions in the last 4 decades. 46 years later it remains unchanged. We commissioned 45 artists to commemorate the Big Mac's heritage and celebrate the historic milestones every year since its birth. We built the entire campaign around the art. The posters were displayed instore and online, shared on Facebook where a contest for the 2012 Big Mac Poster was also launched. From the day the campaign began, a new animation would be aired every other day on TV and online. The campaign culminated in an art exhibit to showcase all the posters including the winning entry.

All content was housed on the Gallery of Tribute on the McDonaldsArabia Facebook page. Content was posted daily to stimulate a conversation about the posters and the events they represented. Online banners spread the word. The media was sent a direct mailer with the posters in postcard format. An open art exhibit made it possible for people to become more intimate with the artworks. The animations were aired both on TV and replaced every two days so viewers saw additional content regularly throughout the month.

Thousands liked and shared the posters made available on the digital art gallery. The TV spots celebrating the major milestones, were made available to the public online, where they really took off. In fact, in just one month we more than doubled the total number of video hits on our channel from 500,000 to over 1,190,000. The time spent on watching the spots was also staggering, with a total of 280,000 minutes spent watched in just one month as compared to 53,000 lifetime minutes spent watching our videos before the campaign ran. The content also drove brand love, evidenced by our number of subscribers jumping by 25% in the same period.