McWings Launch Stunt
Cut through a saturated chicken wings category and drive hype, impact and intrigue around the launch of McDonald's brand-new McWings, creating “you had to be there” moments that spread organically across social.
We orchestrated three stunt lines outside venues across three cities simultaneously, using a curated mix of talent and creators to manufacture social proof at scale. The synchronised rollout created the illusion of nationwide demand, turning everyday street corners into cultural flashpoints.
Each activation was designed to be inherently shareable, with creators capturing and posting in real time to drive UGC, while on-ground buzz pulled in passersby and amplified the spectacle beyond the initial footprint.
- Huge reach across three markets in a single day, viral within an hour
- McDonald's implemented three price increases to manage demand
- Strong volume of user-generated content driving organic amplification
- Cultural conversation and intrigue built around the McWings launch
What was the McWings launch stunt?
Three stunt lines outside venues in three cities at the same time, staffed by a curated mix of talent and creators, so the launch of McDonald's McWings looked like nationwide demand on ordinary street corners.
Who stood in the lines?
A curated mix of talent and creators to start each one, then passers-by who joined because a queue on an ordinary street corner reads as demand. The creators posted from the line as it grew.
Why three cities at once?
One queue is a stunt. Three at the same hour, in three cities, looks like a country queuing, and it gave every market its own footage on launch day.
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