On January 31st, McDonald’s unveiled a Digital Big Mac ATM in Boston. Charles River Media Group got the chance this one-day-only event!

With just 24 hours notice of the shoot, CRMG prepped for a fun day of filming. A camera operator and producer arrived at the McDonald’s in Kenmore Square a few hours before the historic opening. Customers were already lining up outside, despite the frosty weather. This Big Mac ATM would be dispensing free burgers during a three-hour time block. The only catch was that the customers would need to Tweet at McDonald’s with a personalized hashtag, which was provided by the ATM!

We had a great time exploring the Big Mac dispenser and even got first dibs on the brand new burgers, the Junior Mac and the Grand Mac! CRMG provided a same-day cut of the footage for various press releases, and followed up that week with a final video.