Originally published on Mumbrella

Macca’s has extended its ‘The Original Mouthful’ campaign for the iconic Big Mac burger.

Earlier this month, the first phase of the campaign – a TVC and OOH executions – launched, bringing the Big Mac chant – “two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun” – back.

Travelling back through the Big Mac’s evolution over the decades, the ad showcases how the burger itself has stood the test of time while everything around it has changed. It leans heavily into the Big Mac’s 56-year legacy, paying tribute to how loved the burger has been since 1968.

The second phase of the campaign is designed to encourage fan participation – and engage with the younger generation – through a partnership with Snapchat.

“We have already had such an incredible response to the first phase of our Big Mac campaign with super fans already reciting the chant they remember so well and younger generations now bringing new life to the chant as well,” said Samantha McLeod, marketing director at McDonald’s.

“The next promotional phase of the campaign is set to challenge all Big Mac lovers – from the 80s right through to today – to recite the famous chant in a fun and engaging way,” she continued. “We can’t wait to see fans put themselves to the test on social media and see who meets the challenge!”

In Australia’s first-ever AI game on the app, users are rewarded for correct renditions of the chant in under four seconds. Powered by Snapchat’s speech recognition technology, the lens recognises and detects the correct list of ingredients from a trained machine learning model, to reward winners on the spot.

Macca’s, DDB and media agency OMD worked closely with disability consulting firm Get Skilled Access to ensure there is an accessible way for people with varying needs – focusing on those who are non-verbal, blind or have low vision – to take part in the competition too.

While people had to go instore to compete in the ’80s, now, winners will receive a voucher code for the My Macca’s app to claim a free small fries and coke between April 17 – May 8.

“It was fantastic to partner with the team at McDonald’s, DDB and OMD, to bring the iconic Big Mac chant to Snapchat. Our augmented reality lens transforms the chant into a tactile and engaging challenge, where everyone can join the fun,” said Haran Ramachandran, head of creative strategy, APAC at Snapchat.

“It’s testament to the unique capabilities of our platform to make advertising more human and immersive, and we’re excited to see the Snapchat community rise to the occasion and take on the challenge.”

A number of additional promotional ads, each with a different decade specific treatment, have launched to encourage people to take part in the chant challenge and share their efforts on social media.