When McDonald’s added bacon to its Big Mac, the brand worked with OMD to launch a campaign that would stir discussion and debate among millennials. In ads, the brand pondered whether the Big Mac is still a Big Mac if it has bacon in it. The campaign launched with a voting YouTube Masthead and a microsite that pulled real-time voting results. The streets were blanketed with OOH, fuelling the debate with contextual existential questions like “Is a car on tracks still a car?” in ads on streetcars. The brand was seen asking questions on Instagram, Snapchat, Facebook and Twitch. Within 48 hours, the campaign generated seven million earned impressions and the brand saw a 7% increase in store traffic during the campaign.