McDonald’s 2015 Super Bowl Ads

McDonald’s 2015 Super Bowl Ads : Pay With Lovin’

Agency: Leo Burnett

The idea behind the ad is that McDonald’s , will be randomly accepting “lovin’” as a form of payment between Feb 2-14.
The customers will be randomly selected, and asked to do a random act of lovin’ (hugs, call family, dance, etc) in exchange for not paying for the item.

A small explainer video explaining the concept:

Style of the campaign: Emotional induced viral marketing.