McDonald’s Absurdly Lavish ‘Bling Mac’ Ring Could Be Yours, If You Love It Enough

Start working on your adoring tweets now

- Credit by McDonald's

This Valentine’s Day, how will you show your love for McDonald’s Big Mac?

Let’s see … you could eat a Big Mac, of course. Or maybe a Grand Big Mac. Or even a Big Mac Jr.

Or you can save yourself all those empty calories by playing a pair of brand-boosting games. (Kidding, of course. This stuff is health food, at least compared to the chocolate shakes.)

If you’re feeling poetic, try composing a few lines of love to the sandwich on Twitter for a chance to win the “Bling Mac.” That’s an 18k gold, stackable ring with seven tiers of gems representing Big Mac ingredients, including orange sapphires as the special sauce:


Here’s one disturbingly saucy Bling Mac contest entry:

https://twitter.com/B__Stretch/status/961404792567422977

Dude, it’s not THAT good. Though there is something cheekily naughty about those sesame seed buns.

Only one burger buff will win the Bling-y thing-y, designed by Nadine Ghosn and valued at $12,500. But everyone can be a “Big Mac Hero” by playing the fast-feeder’s throwback 8-bit video game.


Using power jumps, you collect as many Big Macs, Grand Big Macs and Mac Jr.’s as possible to prove your love and advance through various levels, while avoiding other foods like pizza and tacos. (Why spoil your dinner?)

Odd, in real life, after putting away so many Big Macs, most people don’t feel much like leaping around.

Big Mac Hero—it sounds like a menu item, right?—was developed with Reddit and Snapchat, and McDonald’s is using those platforms to promote and disseminate the game. In the case of the latter, a snap ad and snapcode on McD’s cups take users to the Hero experience.

There’s even a Snapchat lens that turns users’ faces into pixelated characters from the game. Because marketing!

We Are Unlimited worked on various aspects of campaign development, with Golin leading the Bling Mac effort.

With the Big Mac turning 50, look for McDonald’s to heavily feature the burger in ads all year long. In addition to these U.S. game efforts, the chain rolled through six decades of Big Mac history in the U.K. and got all faux-artsy for the sandwich in Canada.

CREDITS
Big Mac Event 2018

Client: McDonald’s US
McDonald’s US Chief Marketing Officer: Morgan Flatley
McDonald’s US Marketing Sr. Director: Julie Wenger
McDonald’s US Corporate Relations, Sr. Vice President: Jano Cabrera
McDonald’s US PR & Brand Engagement, Director: Molly McKenna
McDonald’s US Global Corporate Communications Sr. Manager: Terri Hickey
McDonald’s US Marketing Manager – Brand and Content Content: Anna Sawicki
McDonald’s US Marketing Manager – Digital Campaigns and Content: Emily Charron
McDonald’s US Marketing Manager – Brand and Content: Faizan Tahir
McDonald’s US Marketing Media Manager: Jamie Krinsky
McDonald’s US Marketing Operations Manager: Brittany McDonough
McDonald’s US PR & Brand Engagement, Manager: Emily Lyons
McDonald’s US Media Relations Manager: Andrea Abate
McDonald’s US Communications, Supervisor: Jessica Schulze
McDonald’s US PR & Brand Engagement, Supervisor: Trent Stafford

Creative Agency: We Are Unlimited
Chief Creative Officer, DDB North America: Ari Weiss
Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
Chief Production Officer, We Are Unlimited: Jon Ellis
Chief Delivery Officer, We Are Unlimited: Denis Budniewski
Group Account Director: Chris Bergen
Account Director: Mary Ashley Chenoweth
Account Supervisor: Carly Richter
Assistant Account Executive: Kylee Shelhamer
Executive Creative Director: A. Chris Moreira
Executive Creative Director: Mark Schöller
Associate Creative Director: Jonathan Pliego
Associate Creative Director: Jon Leachman
Narrative Strategist: Noemi Garcia
Integrated Producer: Beata Wolankiewicz
Senior Social Strategist: Becca Toth

PR Agency: Golin
Group Creative Director: Mike D’Amico
Associate Creative Director: Drake Paul
Associate Creative Director: Jeff Roy
Executive Director: Meghan Phillips
Media Director: Samantha Klein
Digital Director: Josh Rangel
Planning Director: Lisa Heidkamp

Bling Mac Jewelry Designer
Nadine Ghosn

Production for Bling Mac
Agency/Line Producer: Megan Guerrant
Director of Photography: Jamieson Mulholland
1st AC: Mitch Buss
Gaffer: Steve Semkiw
Props: Geoff Binns-Calvey
Art Dept: Brian DuPont
Editor: Aaron Fronk
Audio Engineer: Joe Flood

Digital Media Agency: Resolution Media
Advertising Strategist: Samantha Culbertson
Associate Director, Advertising: Samantha Bartucci
Associate Director: Eric Dornbrook

Media Agency: OMD Media
Group Director: Maggie Checinski
Associate Director: Gabe Heller
Strategist: Brittney Lutz

AACM Agency: Agency: Burrell
Executive Creative Director: Rebecca Williams
Account Director: Nashonna Griffin

ACM Agency: IW
Account Director: Flora Zhao
Associate Creative Director: Harry Truong
Associate Creative Director: Sisi Zhang

HCM Agency: Alma
Account Executive: Maria Hodgson
Executive Creative Director: Jorge Murillo

HCM Social: Boden
Account Supervisor: Natalie Asorey
Associate Director: Kaitlin LaBruzzo


@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: February 13, 2018 https://stage.adweek.com/brand-marketing/mcdonalds-absurdly-lavish-bling-mac-ring-could-be-yours-if-you-love-it-enough/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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