In 2016, my team at Golin was tasked with an interesting challenge: share the news that the McRib was back in a fresh new way, also keeping in mind that it was in fewer restaurants than in 2015. How'd we do it?

We created an iMessage app that quickly shows you where the nearest McRib is, coordinate a meet-up with friends (a meat-up, if you will), and get turn-by-turn directions. All without having to leave Messages.

The business and earned media results were so good, we deployed it for other campaigns, too. 2017 saw it support the first ever Big Mac Special Sauce giveaway in the U.S. That fall, it was back for another McRib season, this time with Android support (my first Android app).

In 2018, we added a sticker camera to the app itself, using ARKit to create a little AR photo booth. That fall’s McRib release also added support for Shortcuts to re-order a McRib through UberEats.