Summary:
- Campaign: McDonald’s “Pay With Lovin'” (Super Bowl XLIX Ad)
- Brand: McDonald’s
- Goal: Increase customer engagement and brand love
- Agency: Leo Burnett Chicago (Publicis Groupe)
- Location: Aired during Super Bowl XLIX (Nationwide US broadcast)
A Break from the Usual Super Bowl Blitz
For Super Bowl XLIX, McDonald’s took a unique approach to advertising. Instead of a traditional ad focused on a new product or promotion, they launched the “Pay With Lovin'” campaign, a heartwarming experiment in customer appreciation.
Random Acts of Lovin’ at the Checkout
The Valentine’s Day inspired campaign, that ran from February 2–14, 2015, allowed randomly selected customers at McDonald’s restaurants to pay for their food with acts of love, such as selfies, hugs, fist-bumps, and high-fives.
The campaign wasn’t confined to physical interactions. McDonald’s encouraged customers to share their experiences with the hashtag #PayWithLovin’ on social media. This created a buzz online, further amplifying the campaign’s message of love and appreciation.
Super Bowl advertising is known for its high-budget productions and celebrity appearances. McDonald’s “Pay With Lovin'” campaign stood out by focusing on genuine human connection. By celebrating everyday acts of kindness and surprising customers with love, McDonald’s successfully captured hearts and earned positive brand recognition during the highly anticipated sporting event.
