"The clip took off after creators on X and TikTok started to mock Kempczinski for his overly corporate presentation and stiffness. In the video, Kempczinski takes a small bite of the burger - which he refers to as a "product" - against the backdrop of his office. This prompted rival fast-food execs from Burger King and Wendy's, along with general social media users, to recreate the video with their own taste tests."
"The buzz and awareness created material value for the company. According to a McDonald's spokeswoman, early sales are beating expectations following the viral video. Kempczinski has been building up his social media chops in recent years, with his Instagram presence growing tenfold and LinkedIn following doubling since 2023."
"On Sunday, McDonald's saw 47,900 total mentions and a reach of 5.8 billion across all platforms, making it the single-highest conversation day for any campaign - and by campaign standards, it was a fairly low lift."
McDonald's CEO Chris Kempczinski posted a LinkedIn video taste-testing the new Big Arch burger, which initially received average engagement. The clip gained viral traction after creators on X and TikTok mocked his corporate stiffness and formal presentation. Competitors like Burger King and Wendy's recreated the video, and McDonald's own brand accounts joined the joke. The viral moment generated significant business value, with early Big Arch sales beating expectations. Kempczinski's social media presence has grown substantially, with his followers increasing 30% since the video. McDonald's achieved 5.8 billion reach and 47,900 mentions across platforms on a single day, marking the highest conversation day for any campaign.
#viral-marketing #social-media-strategy #ceo-personal-branding #fast-food-industry #organic-brand-awareness
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