2018 Winners & Shortlists

The Campaign

We created an online competition where our audience stood the chance to win a Big Tasty, but only if they didn’t like, share or comment on our social content. Each time consumers engaged with us, we eliminated them from the competition. We did this by responding directly to our audience, during live sessions and in-between, by replying to their comments with text, short videos, or GIFs.

Creative Execution

A Big Tasty host conducted 6 lives sessions on Instagram and Facebook simultaneously (3 English and 3 Arabic), across 15 social handles in 7 GCC markets. He engaged with consumers, telling them about the unique chance to win a Big Tasty. During the live sessions he showcased the delicious Big Tasty burger. He also mentioned the simple rules of the competition – that viewers would be eliminated if they engaged with any of our content. Whenever consumers engaged he eliminated them in real time, calling them by their name. Between live sessions, engagement with consumers continued. Through active listening, our community managers replied to comments with text, short videos and GIFs, hyping up the delicious burger prize and eliminating any participants on the spot.

Over 53,000 interactions 26.3 million impressions Over 6 million views 6 X engagement rate benchmark 91% average positive sentiment +326% engaged users Best performing McDonald’s campaign in MENA The new limited edition Big Tasty Wrap sold out in 2 weeks in key markets.

Our first insight was that Millennials in the Middle East are the biggest consumers of online content in the world, however they are not readily engaging with branded content. Secondly, young people generally don’t do as they are told. They tend to do the exact opposite. So our plan was simple: we would create a campaign where we challenge consumers not to engage with us, to see what they would do.