When McDonald's CEO Chris Kempczinski sat down to promote the brand's new 'Big Arch' burger earlier last year, both he and the marketing team probably expected a nice, routine, light-hearted bit of forgettable social media content. Instead, they got a case study in how quickly brand messaging can spiral online.
Posted in early February (although it didn't go viral until March), the clip shows Kempczinski taking a notably small, nay, minuscule, bite of the massive burger before delivering a carefully scripted endorsement. The whole thing didn't exactly scream "authentic", and ended up receiving the mother of all roastings online.
