What's happened
McDonald's launched a limited free promotion offering a caviar and chicken nugget pairing, inspired by fan trends. The kits, available online on Feb. 10, sold out within minutes amid website crashes and bot purchases, sparking social media outrage and resale on eBay.
What's behind the headline?
The promotion exemplifies McDonald's strategic shift toward viral marketing and cultural relevance. By offering a luxury item like caviar for free, the brand taps into social media buzz and fan engagement, boosting its image as playful and innovative. However, the rapid sell-out and website crashes reveal logistical flaws, with many kits likely acquired by bots or resellers, as evidenced by eBay listings reaching $400. This underscores the challenge of managing limited-edition digital giveaways in the age of automation. The move also serves as a subtle nod to the ongoing value-focused environment in fast food, where brands seek to generate excitement without significant price cuts. Ultimately, McDonald's leverages this stunt to reinforce its relevance among younger, trend-conscious consumers, even if the logistical execution falters.
What the papers say
The story is covered by NY Post, which reports on the website crash and social media outrage, and Business Insider UK, which provides context on the promotion's inspiration, marketing strategy, and industry implications. Both sources highlight the viral nature of the campaign and its mixed reception, with NY Post emphasizing the technical issues and resale, while Business Insider discusses the brand's broader marketing goals and economic context.
How we got here
The promotion was inspired by social media trends and a viral dish at the US Open, where caviar was paired with fried chicken. McDonald's aimed to make luxury ingredients accessible and capitalize on viral marketing, especially after a sales slump in early 2025.
Go deeper
- Will McDonald's do another viral stunt like this?
- How did fans react to the website crash?
- What does this mean for future fast food marketing?
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