In a humorous and audacious move, Jevh Maravilla and Christian Toledo, two college students, decided to conduct a social experiment that not only tested the powers of observation of staff and customers at a McDonald's in Houston but also ended up as a cheeky marketing stunt. In 2018, the duo covertly hung a professionally made poster of themselves casually eating McDonald's food in one of the restaurant's walls. It depicted them as part of the restaurant's advertising, blending seamlessly with the official posters adorning the space.
The poster, complete with the McDonald's branding and aesthetic, featured Toledo and Maravilla posing as generic McDonald's enthusiasts, all smiles and burgers in hand. To everyone's amazement, this pseudo-advertisement went unnoticed by the restaurant staff and patrons for a remarkable 51 days. The goal, according to Maravilla, was to highlight the lack of representation in media, bringing attention to the fact that Asian-Americans were often absent in the marketing materials of major corporations.
When the story of the hoax finally broke, it quickly went viral, gaining attention not only from social media users worldwide but also catching the eye of major news outlets. McDonald's responded with a surprising and praiseworthy gesture: instead of reprimanding the pair, they applauded their creativity and initiative. The company rewarded Maravilla and Toledo with a year of free McDonald's food and further elevated their status by featuring them in an actual advertising campaign.
This reaction from McDonald's not only showed a sense of humor and a modern approach to unexpected brand engagement but also turned what could have been a routine corporate damage control situation into a positive public relations success. By embracing the playful challenge, McDonald's demonstrated adaptability and a progressive stance towards community engagement and customer interaction. The stunt by Maravilla and Toledo didn’t just end with them getting free food; it sparked discussions about diversity and representation in advertising, showcasing the power of creative expression and its impact on big brands.
