, Columnist
That McDonald's Viral Video Is Good for Memes. But Sales?
fast Food is becoming expensive.
Photographer: Mike Kemp/In Pictures via Getty Images
The viral video of McDonald’s Corp. Chief Executive Officer Christopher Kempczinski eating the fast-food giant’s Big Arch burger has been memed and roasted across the internet. It surely cost him a little bit of his dignity.
But that’s a small price to pay for the equivalent of millions of dollars in free marketing. One advertising consultancy estimated the episode generated some $18 million in brand value for McDonald’s this month alone.