One of McDonald’s most iconic menu items, the Big Mac, celebrated its 50th Anniversary creating an opportunity for the brand to reignite love for the Big Mac. Since its invention, the Big Mac has traversed the globe and has become so ubiquitous that The Economist even uses the Big Mac as an international measure of global currency. Knowing the global nature of the Big Mac, Golin knew something big had to be done in order to properly celebrate the iconic sandwich on its golden anniversary.
To get media and consumers talking about the 50th anniversary of the Big Mac and taking inspiration from key insights, Golin set out to help McDonald’s create the world’s first fully food-backed currency – MacCoin – a limited edition global currency* backed by the internationally iconic Big Mac itself. Starting on August 2, Big Mac fans in more than 50 participating countries around the world could get their hands on one of the 6.2 million MacCoins – available in five designs each representing a decade of the Big Mac – to be shared, collected or redeemed for a free Big Mac at McDonald’s restaurants in participating countries all around the globe.
*MacCoin has no cash value and is only redeemable for one free Big Mac at participating McDonald’s restaurants through 2018.