For fast-food lovers, the Big Mac has been a national treasure since McDonald's rolled it out in 1968, and much of the double-burger's success can be attributed to its secret sauce. Today, the chain is giving away 10,000 bottles of the savory condiment at dozens of its U.S. locations to patrons who say the following secret code: "there's a Big Mac for that."
Big Mac aficionados aren't out of luck if they cannot attend one of the limited McDonald's today as the brand is also giving bottles of sauce away via a livestream on Facebook, Instagram and Twitter as well as its branded iMessage app today at 2 p.m. ET today. The initiative, which was created by Interpublic Group-owned public relations firm Golin, is helping push the Golden Arches' new Big-Mac-minded menu additions—the Mac Jr. and Grand Mac.
IT'S SPECIAL SAUCE GIVEAWAY DAY, PEOPLE! Try to get yourself a bottle by tuning in to our Instagram Live at 1pm CT OR download our iMessage app to find participating sauce giveaway locations IRL and tell them, "There's a Big Mac for that!" (rules in bio) Can't access the iMessage app? Locations are also listed here: http://McD.to/locations
McDonald's has at times struggled with its social media campaigns, but the brand may be turning that narrative around.
The restaurant chain has been consistently employing Instagram's live video feature recently, and it's been pushing today's real-time digital event with an Instagram Story to its followers. The secret-sauce giveaway, of course, is also being heavily promoted via its Facebook and Twitter channels.
Thursday's endeavor also underscores how brands continue to test livestreaming as a way of engaging consumers at scale. Taco Bell and Lowe's are other recent examples of bricks-and-mortar operations experimenting with live video as a way to drive store traffic.