One of the most talked about ads to come from the American Super Bowl on 1 February was McDonald’s ‘Pay with Love’ campaign.
The ad saw unsuspecting customers being asked to perform acts of love like showing gratitude to their children or spouses, giving family members hugs, dancing, fist bumps and so on, as payment for their orders.
The added talk helped marginally lift perceptions of the brand – which has been an ongoing struggle for the mega-chain for years now.
According to a survey by market research firm YouGov BrandIndex, they enjoyed the biggest word of mouth gain of any Super Bowl commercial with 29% of adults saying they spoke about the burger chain with friends and family compared with 24% before the ad aired.
36% of adults said they’d consider making a purchase at a McDonald’s and 11 days into the ad and social media campaigns, that number rose to 39% – a pretty decent jump.