Case Studied: Vol 62. McDonald’s: Dupes and debuts 🍔

If there’s one type of campaign that creates urgency, it’s the classic “for a limited time only” product drop. These campaigns create a specific energy—they’re mysterious and ephemeral and deeply motivating. 

We’ve seen this time and again with products like sneakers, makeup palettes, even NFTs back when people were into them. But no industry has mastered the art of limited product drops like the food industry—and one in particular recently took it to the next level. 

This week, Case Studied explores how McDonald’s sold out an undercover dupe restaurant as part of their Chicken Big Mac debut. 

The Brief:

During McDonald’s July earnings call last year, CEO Chris Kempczinski said chicken sales were “now on par with beef sales.” He recalled how the company reacted to customer behavior shifts in the past—like when they noticed customers were becoming more discerning about their spending so they responded with value meals and smaller sizes. 

Now, with chicken becoming a more popular menu item, the fast food chain had the opportunity to adapt once again and bring in more customers. To seize this opportunity, they brought on a new, limited time offer menu item.

The Execution:

McDonald’s partnered with over a dozen agency partners to promote their Chicken Big Mac. The product itself was (as the name suggests) a spin off of the brand’s iconic menu staple dating back to 1968: the Big Mac. 

This new version replaced the two burgers with two tempura-battered chicken patties. The Chicken Big Mac had made appearances on McDonald’s menus around the world already but for its debut in the States, McDonald’s leaned hard into building hype. 

The most flashy way they did this was by partnering with the agency Golin to create a pop-up, undercover dupe experience. It was hosted by Chain, a company that serves high-end takes on chain-restaurant cuisine, and the restaurant itself was called McDonnell’s. It was decked out in classic McDonald’s colors but with its own unique McDonnell’s branding. Though the menu items looked (and tasted) strikingly similar, diners had no idea they were actually eating McDonald’s newest, limited-time menu item until it was announced later. 

In addition to the pop-up dupe, McDonald’s partnered with Kai Cenat aka the fifth-most popular streamer on Twitch who’s got over 13 million subscribers and is a vocal Big Mac fan. Cenat hosted livestreams with his famous friends (think: John Cena and iCarly) where they tried the Chicken Big Mac, shared their unfiltered reactions, and debated whether it could actually be considered a Big Mac. 

On top of that, Wieden + Kennedy were part of a few custom ad placements that included a retro mini-game on Zynga where players could build a Chicken Big Mac and a video series from the gaming brand XSET. McDonald’s also did a takeover of the Sphere in Las Vegas where they transformed the venue’s dome into, you guessed it, a Chicken Big Mac. 

And there’s still more: McDonald’s created a commercial with IW Group featuring “Fresh Off the Boat” castmates Randall Park and Hudson Yang promoting the new product. And to round it all out, the fast food chain worked with Boden to host a “Big Mac Bash” during Billboard Latin Music Week’s En Vivo night. It featured an immersive experience where fans tried the Chicken Big Mac and decided for themselves if it was a Big Mac or not.  

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The Results:

The undercover dupe restaurant gathered over 450 attendees at the grand opening and over 200 VIP night attendees. Tickets sold out in less than three hours and McDonnell’s saw over 100 social engagements in the span of 48 hours. 

Key Takeaways:

There was a lot going on in this campaign—and a lot to learn. Here are a few lessons that stand out:

1. Limited Time Hype Works!

McDonald’s capitalized on the psychology of scarcity by positioning the Chicken Big Mac as a limited-time-only offering. This strategy created urgency and FOMO (fear of missing out), making consumers rush to try it before it disappeared. The temporary nature of the product made it feel exclusive and special, reinforcing the idea that fans had to act fast to get a taste. This approach has been used successfully in industries like fashion and beauty, but McDonald's proved once again that it’s just as effective in fast food.

Marketers should leverage scarcity & exclusivity to create urgency and drive demand. Limited-time offers, exclusive product drops, and early access campaigns can make customers feel like they’re part of something special. Whether it’s a flash sale, a members-only launch, or a surprise product reveal, adding an element of scarcity encourages faster decision-making and increases perceived value.

2. Experiential Marketing Wins

The McDonnell’s undercover dupe restaurant was a masterclass in experiential marketing. By disguising their Chicken Big Mac under a mystery brand, McDonald’s created a buzzworthy, immersive experience that felt high-end and exclusive. Attendees weren’t just eating a new sandwich—they were part of a social experiment that made them rethink their perceptions of fast food. The event generated viral engagement, proving that people are more likely to share and talk about a brand when they feel part of something unique and unexpected.

Marketers should create immersive experiences that go beyond traditional advertising. Pop-ups, interactive brand activations, and experiential marketing campaigns can make a product feel more tangible and engaging. Even digital brands can apply this by hosting virtual events, gamified experiences, or influencer-led challenges that make customers feel part of the brand story.

3. Influencer & Digital Integration

McDonald's didn’t just rely on traditional ads; they strategically embedded the Chicken Big Mac into digital culture. Partnering with Kai Cenat, one of Twitch’s biggest streamers, ensured that McDonald's tapped into the highly engaged gaming audience in a natural and entertaining way. Additionally, by incorporating interactive elements like a retro mini-game on Zynga and a massive takeover of the Las Vegas Sphere, the brand amplified its reach across multiple touchpoints. The result? A campaign that felt fresh, immersive, and tailor-made for today’s digitally savvy consumers.

Marketers should go where their audience is rather than expecting customers to come to them. McDonald’s tapped into streaming, gaming, and influencer culture to spark conversations in spaces where their audience already spends time. Brands should analyze where their target customers are most active—whether it's TikTok, YouTube, or emerging platforms—and develop content that seamlessly integrates into their digital habits.

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