🍔 Big Mac 50 Years

Summer 2019

Role: Lead Product Manager | High-Scale Campaign Architecture & Regulatory Compliance

To celebrate the 50th anniversary of the Big Mac, I led the product development of a nationwide experience designed not only to reward users—but to drive massive app downloads across a broad audience beyond promo-driven users.

🎯 The Dynamic

1. Each Big Mac box included a unique code.
2. Users entered the code into the McDonald’s app to instantly discover if they had won.
3. This created a unique engagement loop:

Offline → Online → Offline 

From packaging to app to prize collection, the campaign created repeated entry points that kept users bouncing between physical and digital worlds—boosting retention and habit.

🧩 The Challenge

The campaign needed to comply with European gambling regulations, meaning every aspect of the code system and prize allocation had to be legally sound and technically auditable. I oversaw the API design and logic layer, ensuring fairness, traceability, and compliance at scale.

👨💻 My Role

• Stakeholder management in a very sophisticated E2E ecosystem

• Ideated the experience and gamified mechanic

• Defined product strategy and success metrics

• Designed the API and backend logic for secure prize handling

• Coordinated with legal, CRM, and external partners

• Ensured smooth launch across thousands of restaurants

🚀 Results

✅ 100,000+ app downloads in just 10 days
✅ Seamless integration across physical stores and digital product
✅ Strong brand engagement without relying on deep discounts

This was a product built for reach, trust, and scale—where every detail mattered.
From a box to an app to a prize. Simple on the surface, meticulous underneath.

The following images are from one of the last UAT that I did before the nation-wide launch.