McDonald’s introduced its limited-time Chicken Big Mac during the 2024 Billboard Latin Music Week, hosting an event titled the “Big Mac Bash” as part of the En Vivo concert series at Wynwood Marketplace. The launch coincided with the week-long celebration of Latin music and culture, aligning the brand’s iconic Big Mac with a modern twist—substituting its classic beef patties with two tempura-battered chicken patties while retaining the signature Big Mac toppings. The campaign encouraged customers to determine if the new offering qualifies as “not *not* a Big Mac,” echoing the slogan of McDonald’s 2024 “Famous Orders” campaign. At the Big Mac Bash, attendees sampled the Chicken Big Mac alongside classic McDonald’s items like World Famous Fries and McNuggets. The event featured a vibrant atmosphere with a DJ set by DJ Kaos, who blended Latin classics with contemporary hits, creating an immersive musical experience. Four members of regional Mexican band Eslabon Armado—Pedro Tovar, Brian Tovar, Ulises González, and Damián Pacheco—appeared as special guests, interacting with McDonaldland characters and participating in the campaign’s central question. McDonald’s emphasized its ongoing commitment to the Hispanic and Latino communities through initiatives in music, education, and sports, highlighting its history of partnerships with Billboard Latin Music Week. The Big Mac Bash aimed to foster community engagement by merging food and Latin music culture, reflecting the brand’s strategy to connect with diverse audiences. The Chicken Big Mac, available nationwide at participating locations, maintains the Big Mac’s iconic structure while offering a new protein option. The event’s visual elements included a dedicated Big Mac backdrop and photo opportunities with branded characters, reinforcing the product’s visibility through social media and on-site interactions. Promotional materials directed consumers to McDonald’s website for further details, underscoring the campaign’s focus on encouraging firsthand experiences with the new menu item. The Chicken Big Mac’s temporary status was framed as an opportunity for fans to engage in the brand-led conversation around its identity as a “Big Mac” variant. The event coincided with broader Billboard Latin Music Week activities, leveraging the platform’s industry presence to amplify McDonald’s campaign. By integrating Latin music’s energetic influence with a familiar fast-food product, the partnership aimed to bridge cultural relevance and culinary innovation. Photographs from the Big Mac Bash, referenced in the original content, portrayed attendees interacting with the brand’s characters, sampling menu items, and participating in the themed ambiance. These visuals served as promotional assets, reinforcing the event’s success in merging entertainment, community, and product launch. In summary, McDonald’s utilized the 2024 Billboard Latin Music Week to debut the Chicken Big Mac, creating an experiential marketing event that highlighted cultural resonance, consumer interaction, and the brand’s ongoing engagement with Latin music fans.