McDonald’s tasked Golin with creating a “mini cultural moment” for its newest frozen treat, the Caramel Brownie McFlurry. With a quick turn deadline, the team developed a plan that drove awareness of the flavor by leveraging an untapped fan truth… “is it spoon or a straw?!” in a relatable way with UGC and ultimately earned 700 media placements – including People, USA Today, Thrillist and Popsugar, 240% influencer win rate and secured video tastings with Buzzfeed and Foodbeast.