The new version of the promo is in partnership with Snapchat, marking the platform’s first-ever AI-charged, voice machine learning campaign in Australia.
In its ongoing pursuit to inject new life into the legendary Big Mac, McDonald’s is bringing back a promotional campaign for the burger, first launched in 1987, through a partnership with Snapchat led by DDB Sydney, adam&eveDDB, and OMD.
The Big Mac Chant Challenge is a gamified rewards program that encourages participants to recite the chant, “Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun” in four seconds or less.
The promotion leverages social media to encourage fan participation, especially among younger generations, by introducing them to the chant already well known to their parents and grandparents.
Described as “passing the baton of the chant between generations,” by DDB Sydney’s executive creative director, Matt Chandler, the move marks Snapchat’s first-ever AI-charged, voice machine learning campaign in Australia – quite the departure from 1987, when fans had to go in-store to compete.
The bespoke lens uses Snap’s speech recognition technology to detect the correct list of ingredients from a trained machine learning model. If speech is not a viable option for users,Snapchat has also devised an alternative option with disability consulting firm Get Skilled Access (GSA), allowing users to tap on ingredients instead.
Snap Inc.’s head of creative strategy for APAC, Haran Ramachandran, said the augmented reality lens “transforms the chant into a tactile and engaging challenge, where everyone can join the fun.”
Winners will receive a voucher code for a small fries and Coke, redeemable with any Mac Family range purchased between 17 April and 8 May, including the return of the Mac Jr. and Grand Big Mac.
The game is also available on TikTok and the MyMacca’s app.
