McDonald’s ‘pay with lovin” campaign earns little love

The campaign has resulted in more than a few stories of humiliation, and little boost in McDonald’s brand perception.

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Remember that McDonald’s Super Bowl commercial where instead of paying with actual money, customers can buy their food with “lovin'”? Rather than fork over cash, customers were asked to do things like call their mom or dance. Everyone was supposed to get really excited and focused their attention on you.

It’s my nightmare. Seriously. Don’t draw attention to me while I’m shame eating.

I’m clearly not alone in this. Kate Bachelder was a beneficiary of one the 100-per-restaurant pay with lovin’ opportunities before the campaign ended on Valentine’s Day. Her description of the experience for The Wall Street Journal is cringe-worthy. She started by ordering an Egg McMuffin meal.

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