McDonald’s Asked Fans, Is the Chicken Big Mac, a Big Mac?

The Great Debate

You can’t debate a commercial. That’s what the internet is for. When Gen Z and pop culture face an unanswered question, they don’t look to brands for guidance, they take their thoughts to social hash it out themselves. We partnered with #1 Twitch Streamer, Kai Cenat to bring this debate to his world.

Together, we redefined what an ad could be—3.5 hours of unscripted, McDonald’s-fueled entertainment. Kai even called in backup: Serena Williams, John Cena, Fanum, and the cast of iCarly—because if you’re going to spark a debate, you might as well make it a spectacle.

Twitch Rollout

After announce the grand reveal of the Chicken Big Mac alongside Kai in his infamous streaming room, we rollout an invite for fans to join us for the very first CBM stream on October 10, 2024.

The stream was a complete success, with the help of another streamer and close friend of Kai’s Fanum, our dear friend Grimace, and of course Beyonce’s former performance marching band.

Once our first stream had wrapped, we partnered with my personal WWE favorite, John Cena, Serena Williams, and Miranda Cosgrove to continue to seed the debate the fans.

The 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

And we even put our beloved Chicken Big Mac on the Las Vegas Sphere!