We were challenged with creating a Latin American campaign to incentivize consumers to order more Big Macs paired with Coca-Colas, in a time when the preference was starting to migrate away from traditional sandwiches and colas into a more varied and gourmet-like offering.
We’ve united specialists, clients and makers into a unique 5-day marathon in São Paulo, sponsored by the incredible Mesa, and developed the campaign #DareToExplain.
We’ve realized that the plethora of flavor profiles contained in the mixture of a Big Mac and Coke were so intense (from crunchy to soft, from spicy to fizzy, from sweet to savory, from oily to dry, etc) that in would invariably put the mouth and tongue into pleasure overdrive overtime it was consumed.
We’ve translated that indescribable feeling into Mac Donald’s first in-store VR interactive experience. Consumers got put through an insanely journey that enhanced all their gustative senses and once, and left them wanting to have a go at the combo.
The campaign also introduced the interactive experience for people at home through a mobile site where users could try to blent two any ingredients in the world to try to explain the taste contained in a Big Mac and Coke pairing. The responses contained the world’s most ridiculously insane memes to get their minds in overdrive, as well as coupons to come to the store and try the real thing.