1. We were there to launch the iconic Big
Mac jingle: ”two-allbeef-patties-special-
saucelettuce-cheese-pickles-onionson-a-
sesame-seed-bun.” And we were there again
to celebrate the 40th Anniversary of this
signature burger. To add a contemporary twist,
we launched the Big Mac Chant-Off, a
consumer contest in partnership with
MySpace that invited young adults to remix
the famous jingle. We successfully
re-established the Big Mac as a cultural icon
to a new generation of consumers.
The campaign generated 244 million media
impressions and helped to increase sales of
Big Macs during the marketing window.

2. McDonald’s is at the forefront of reaching
audiences with brand experiences online.
Many of our programs are driven by a central
social media idea. We created the first-ever
global fundraising “Give A Hand” widget on
Facebook for RMHC and developed the
popular
WhatCameFirst.com viral campaign for the
launch of Southern Style Chicken. The latter
campaign garnered 157 million impressions,
includingarticles in key outlets like TIME, The
New York Times and Chicago Tribune. It also
drove significant online buzz with 1,500 blog
postings and 11,000 online discussions about
the product during the promotion.

3. Because Mom knows best, we implemented
the McDonald’s Moms Quality Correspondent-
program, bringing together five real life Moms
and granting them unprecedented access to
McDonald’s. The Moms met with executives,
and visited the corporate test kitchen and the
global innovation center. They then shared
their experiences via journals, photos and
videos on mcdonaldsmoms.com.
Theresults: 275 million media impressions
and 83,000 unique Web site visits. Most
importantly, 70% of consumers who read the
Moms’ journals said they felt much better
about McDonald’s food choices and quality
ingredients.

4. We took McDonald’s 40-year Olympic
partnership to new heights for the 2008
Beijing Summer Games with the McDonald’s
Champion Kids (MCK) program. MCK gave
hundreds of children from 40 countries the
opportunity to experience and report on the
Olympic Games with exclusive access to
athletes, the Olympic Village and the wonders
of China. U.S. Olympic Gold Medalist Michael
Phelps was the global ambassador of this
inaugural program. Through initiatives like
MCK, McDonald’s connected the world to its
brand and generated 1 billion media
impressions worldwide.

5. “Arch Madness” swept Chicago in 2011 as
the 34th annual McDonald’s All American
High School Basketball Games tipped off in
the Windy City for the first time in nearly 30
years. The goals: put butts in seats and raise
awareness for the Games’ beneficiary, Ronald
McDonald House Charities.
To do so, GolinHarris combined national
resources with local expertise. When the final
buzzer sounded, a standing-room-only crowd
packed Chicago’s famed United Center. And
through aggressive media outreach, 52 million
media impressions connected the McDonald’s
All American Games to charity.