Remarkable performance uplift for McDonald's "Chicken Big Mac"

McDonald’s is an American fast-food company founded in 1940. It’s the world's largest restaurant chain by revenue, serving customers in 100+ countries.

McDonald’s introduced the Chicken Big Mac as a new version of its signature burger “the Big Mac” and looked for an innovative way to segment their target group according to taste preferences (beef or chicken) for later audience activation and product promotion.

The challenge here was to promote both Big Mac offers with a unique solution and increase performance through custom-built audience activation in the open web.

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