McDonald’s puts a simple idea on the biggest stage. Instead of paying with money, selected customers can “pay” for their meals with small acts of love, like calling their mother, hugging, doing a dance, or praising friends and family.
The mechanic starts February 2 and runs through February 14, aligned to Valentine’s Day.
Why this lands as a live, in-restaurant activation
This is not a message about love. It is love turned into a participation currency inside the restaurant. That shift matters because it changes the role of the customer from viewer to performer, and it gives the brand a moment that is inherently human.
It also keeps the barrier to entry low. The “payment” is something almost anyone can do immediately, without preparation, without downloading anything, and without needing a special environment.
The role of the Super Bowl spot
The TV ad functions as the public promise. It tells people what McDonald’s is about to do in stores, and it primes viewers to expect real interactions rather than another brand film.
A pattern worth reusing
If you strip it down, the model is straightforward.
- Announce a simple, socially shareable behaviour.
- Make it executable in the moment, at the point of sale.
- Tie it to a clear time window so it feels special, not permanent.
A few fast answers before you act
What is “Pay With Lovin’”?
A McDonald’s promotion where selected customers pay for meals through small acts of love instead of money.
What counts as “lovin’” in this execution?
Examples shown include calling your mother, hugging, doing a dance, or praising friends and family.
When does it run?
From February 2 through February 14, aligned to Valentine’s Day.
What category of marketing is this, in practice?
A live, point-of-sale activation that turns a brand value into an on-the-spot customer action.