McDonald’s created the Chicken Big Mac. Which begged the question: Is it still a Big Mac if it doesn’t have beef on it?

So we went to the one place where people have rational debates - the internet. And got the biggest live streamer in the world, Kai Cenat, to host three totally unscripted, totally LIVE 45-minute debates about it with a few famous friends — including John Cena, Fanum, Serena Williams and Miranda Cosgrove as iCarly.

In an era where ads are only getting shorter, our audience stuck around and watched our streams from start to finish.

We kicked things off with a spot that referenced this viral video of Kai in a McDonald’s drive thru.

Every stream was a fever dream of unscripted Chicken Big Mac madness. And it worked!

The collaboration generated over 80M social impressions, 9B earned media impressions, 5M total fan engagements and 1M+ live stream viewers combined — some of the strongest engagement metrics in the brand’s history.

Here’s a case study about it!