The Chicken Wars were dominating fast-food conversations, but McDonald’s was late to the game. Now they were about to introduce a new menu item into an already highly-competitive category. We desperately needed to build some hype.

And build hype we did. Taking a page from drop culture, we launched the new Crispy Chicken Sandwich with a limited-edition capsule collection. Positioning the sandwich like a must-have sneaker, fans could pre-purchase the sandwich to gain access to the ‘crispyjuicytender’ capsule.

More than 150,000 fans queued up as the capsule dropped through a custom website. With a limited-edition 7” vinyl by Grammy Award winning producer Tay Keith, and a custom hoodie to match, the new Crispy Chicken Sandwich sold out in just 3 minutes.

In addition to 2,550 media placements, the Crispy Chicken Sandwich became McDonald’s best-selling product launch in thier 60-year history. And all before the first TV spot even hit the air.