Saigon McDonald’s Chaos The Result Of “Dud” US$40 Million Marketing Campaign

If you happened to pass by the Dien Bien Phu McDonald’s on Monday night or anytime Tuesday, you probably found yourself in a massive plume of motorbike traffic headed directly for the fast food restaurant. Apparently, this was all part of a global US$40 million marketing campaign that "hardly anyone noticed."

According to Grubstreet, the giveaway was part of a global campaign called "I'm Lovin' It 24" which was held “In 24 countries, over 24 hours, [wherein] McDonald's hosted free events, like a Ne-Yo concert in L.A. and a McCafe-shaped ball pit in Sydney,”

Unfortunately for the fast food giant, the campaign, estimated to have cost US$30 - US$40 million, seems to have been a “real dud.”

The money was spent on some “…rather odd "gifts," like a three-hour Big Mac fashion show starring Sweden's national ski team, a group picture in Dubai intended to look like a Big Mac holding a selfie stick, and a coupon made of ice that quickly melted.”

In Saigon, thousands of people showed up to McDonald’s the giveaway event, resulting in what one resident described as “absolute chaos.”

Mayhem ensued when restaurant workers showered free toys on the crowd, causing bicycles and motorbikes to be thrown aside as people grasped at and fought over the swag.

We’re not sure if the Saigon event falls under the “dud” category given how many people showed up for the freebies, though it seems to have left a bad taste in the mouth of some given its uncouth nature.