Who says you can't put a price on love and loyalty? At McDonald's, a family hug or a call to mom may just get you free Big Mac and fries at your local Mickey D's.

America's most famous fast food chain is embracing an opportunity to connect with its customers with an in-store program designed to provoke delight and continued loyalty. Beginning today, Monday, February 2, from 6 a.m. to 6 p.m., McDonald's will offer random customers the chance to 'Pay With Lovin',' which was showcased in a SuperBowl ad created by Leo Burnett.

Says Deborah Wahl, chief marketing officer for McDonald's USA : "We're on a journey of transformation and a key part of that journey is how we engage with our customers. Pay With Lovin' is a direct way for us to engage with our customers. We believe that a little more Lovin' can change a lot."

After an order has been placed, a guest service manager or 'Lovin' Lead' will inform the customer that he or she can pay with an act of Lovin', which could range from a friendly fist bump, a call to a loved one, or a simple compliment.

"There's a lot that goes on in the world and if a brand like ours can really come across and provide those good moments, provide that delight, that treat and that excitement, that's what we should be doing for our customers," Ms. Wahl adds.

Naturally, McDonald's is counting on loved-up customers to share their Lovin' experiences through social media channels.

See McDonald's Super Bowl commercial below:

","inc_code_only_text":null,"inc_pubdate":"2015-02-02 15:30:00","inc_promo_date":"2015-02-02 15:30:00","inc_custom_pubdate":null,"inc_feature_image_override":"","inc_feature_image_background_color_override":null,"inc_show_feature_imageflag":true,"inc_feature_image_style":"pano","inc_image_caption_override":null,"inc_autid":0,"inc_typid":1,"inc_staid":7,"inc_serid":0,"inc_prtid":0,"inc_activeflag":true,"inc_copyeditedflag":true,"inc_flag_for_reviewflag":false,"inc_lock_articleflag":true,"inc_react_displayflag":true,"inc_filelocation":"michael-rovner/the-brilliance-behind-mcdonald-s-pay-with-lovin-campaign.html","inc_override_url":null,"inc_hide_article_sidebarflag":false,"inc_custom_sidebar":null,"inc_show_read_moreflag":true,"inc_display_video_at_bottomflag":false,"inc_autoplay_videoflag":false,"inc_full_width_read_moreflag":false,"inc_custom_footer":null,"inc_custom_teaser":null,"inc_hide_video_prerollflag":false,"inc_custom_css":null,"inc_custom_javascript":null,"inc_canonical_url":null,"inc_meta_keywords":null,"inc_column_name_override":null,"inc_newsworthyflag":true,"inc_notepad":null,"inc_track_changesflag":false,"time_updated":"2018-05-17 11:50:03","channels":[{"id":25,"cnl_name":"Marketing","cnl_filelocation":"marketing","cnl_featuretype":"None","cnl_custom_color":null,"cnl_calculated_color":"F6861F","cnl_contributor_accessflag":true,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":null},{"id":6,"cnl_name":"Grow","cnl_filelocation":"grow","cnl_featuretype":"None","cnl_custom_color":"F6861F","cnl_calculated_color":null,"cnl_contributor_accessflag":true,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":1},{"id":374,"cnl_name":"Wire","cnl_filelocation":"wire","cnl_featuretype":null,"cnl_custom_color":null,"cnl_calculated_color":null,"cnl_contributor_accessflag":false,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":2}],"categories":[],"primarychannelarray":null,"authors":[{"id":3972,"aut_name":"Michael Rovner","aut_usrid":0,"aut_base_filelocation":"michael-rovner","aut_imgid":119132,"aut_twitter_id":null,"aut_title":"Founding partner, Mr. Finn","aut_blurb":"Michael Rovner is a journalist and marketer who has contributed to The New York Times and over two-dozen other publications for the past 20 years. He is a co-founder at Mr. Finn, a content marketing agency focused on enterprise and middle-market clients in finance, technology, and real estate.\r\n","aut_footer_blurb":"Michael Rovner is a journalist and marketer who has contributed to The New York Times and over two-dozen other publications for the past 20 years. He is a co-founder at Mr. Finn, a content marketing agency focused on enterprise and middle-market clients in finance, technology, and real estate.\r\n","aut_column_name":"Lessons in Leadership","aut_atyid":2,"aut_newsletter_location":null,"authorimage":"https://www.incimages.com/uploaded_files/image/100x100/michael_rovner_headshot_119132.jpg","sortorder":null}],"images":[{"id":49716,"sortorder":null}],"inlineimages":[],"photoEssaySlides":null,"readMoreArticles":null,"slideshows":[],"videos":[],"bzwidgets":null,"relatedarticles":null,"comparisongrids":[],"products":[],"keys":["Marketing","Grow","Wire","Michael Rovner","Columnist"],"meta_description":"In its Super Bowl spot, McDonald's lures customers willing to pay with love or a selfie.","brandview":null,"internationalversion":[],"imagemodels":[{"id":49716,"img_foreignkey":"2333090","img_gettyflag":true,"img_reusableflag":false,"img_rightsflag":false,"img_usrid":0,"img_pan_crop":"{\"x\":0,\"y\":45,\"h\":450,\"w\":970,\"img_h\":620,\"img_w\":970}","img_tags":null,"img_reference_name":"getty_2333090_970620970450045.jpg","img_caption":null,"img_custom_credit":null,"img_bucketref":null,"img_panoramicref":"getty_2333090_970620970450045.jpg","img_super_panoramicref":null,"img_tile_override_imageref":null,"img_skyscraperref":null,"img_gallery_imageref":null,"credit":"Getty Images","sizes":{"panoramic":{"original":"uploaded_files/image/getty_2333090_970620970450045.jpg","1230x1672":"uploaded_files/image/1230x1672/getty_2333090_970620970450045_49716.jpg","1940x900":"uploaded_files/image/1940x900/getty_2333090_970620970450045_49716.jpg","1270x734":"uploaded_files/image/1270x734/getty_2333090_970620970450045_49716.jpg","0x734":"uploaded_files/image/0x734/getty_2333090_970620970450045_49716.jpg","1150x540":"uploaded_files/image/1150x540/getty_2333090_970620970450045_49716.jpg","970x450":"uploaded_files/image/970x450/getty_2333090_970620970450045_49716.jpg","640x290":"uploaded_files/image/640x290/getty_2333090_970620970450045_49716.jpg","635x367":"uploaded_files/image/635x367/getty_2333090_970620970450045_49716.jpg","0x367":"uploaded_files/image/0x367/getty_2333090_970620970450045_49716.jpg","575x270":"uploaded_files/image/575x270/getty_2333090_970620970450045_49716.jpg","385x240":"uploaded_files/image/385x240/getty_2333090_970620970450045_49716.jpg","336x336":"uploaded_files/image/336x336/getty_2333090_970620970450045_49716.jpg","300x520":"uploaded_files/image/300x520/getty_2333090_970620970450045_49716.jpg","300x200":"uploaded_files/image/300x200/getty_2333090_970620970450045_49716.jpg","284x160":"uploaded_files/image/284x160/getty_2333090_970620970450045_49716.jpg","155x90":"uploaded_files/image/155x90/getty_2333090_970620970450045_49716.jpg","100x100":"uploaded_files/image/100x100/getty_2333090_970620970450045_49716.jpg","50x50":"uploaded_files/image/50x50/getty_2333090_970620970450045_49716.jpg"}}}],"formatted_text":"<p>Who says you can't put a price on love and loyalty? At McDonald's, a family hug or a call to mom may just get you free Big Mac and fries at your local Mickey D's.</p>\n<p>America's most famous fast food chain is embracing an opportunity to connect with its customers with an in-store program designed to provoke delight and continued loyalty. Beginning today, Monday, February 2, from 6 a.m. to 6 p.m., McDonald's will offer random&nbsp;customers the chance to 'Pay With Lovin',' which was showcased in a SuperBowl ad created by Leo Burnett.</p>\n<p>Says Deborah Wahl, chief marketing officer for McDonald's USA : "We're on a journey of transformation and a key part of that journey is how we engage with our customers. Pay With Lovin' is a direct way for us to engage with our customers. We believe that a little more Lovin' can change a lot."</p>\n<p>After an order has been placed, a guest service manager or 'Lovin' Lead' will inform the customer that he or she can pay with an act of Lovin', which could range from a friendly fist bump, a call to a loved one, or a simple compliment.</p>\n<p>"There's a lot that goes on in the world and if a brand like ours can really come across and provide those good moments, provide that delight, that treat and that excitement, that's what we should be doing for our customers," Ms. Wahl adds.</p>\n<p>Naturally, McDonald's is counting on loved-up customers to share their Lovin' experiences through social media channels.</p>\n<p>See McDonald's Super Bowl commercial below:</p>\n<p><iframe frameborder="0" height="315" src="https://www.youtube.com/embed/HCmh8cBjUeM" width="560"></iframe></p>","adinfo":{"c_type":"article","showlogo":true,"cms":"inc69788","video":"no","aut":["michael-rovner"],"channelArray":{"topid":"25","topfilelocation":"marketing","primary":["grow","grow","wire"],"primaryFilelocation":["grow","grow","wire"],"primaryname":["Grow","Grow","Wire"],"sub":["mktg"],"subFilelocation":["marketing"],"subname":["Marketing"]},"adzone":"/4160/mv.inc/grow/mktg/mktg"},"seriesname":null,"editorname":null,"commentcount":null,"inc5000companies":[],"inc5000list":{"id":null,"ifl_list":null,"ifl_year":null,"ifl_custom_data_description":null,"ifl_filelocation":null,"ifl_sharetext":null,"ifl_data_endpoint":null,"ifl_columns":null,"ifl_rows_per_page":null,"ifl_filter_columns":null,"ifl_permanently_hidden_columns":null,"ifl_extra_large_hidden_columns":null,"ifl_large_hidden_columns":null,"ifl_medium_hidden_columns":null,"ifl_small_hidden_columns":null,"ifl_extra_small_hidden_columns":null,"ifl_currency":null,"ifl_enable_accent_rule_topflag":false,"ifl_enable_accent_rule_bottomflag":false,"ifl_table_accent_rule_color":null,"ifl_table_header_background_color":null,"ifl_table_header_text_color":null,"ifl_table_row_stripe_color":null,"ifl_enable_filterflag":false,"ifl_filter_background_color":null,"ifl_filter_dropdown_border_color":null,"ifl_filter_dropdown_text_color":null,"ifl_enable_pagination_topflag":false,"ifl_enable_pagination_bottomflag":false,"ifl_pagination_bar_color":null,"ifl_filter_reset_button_color":null,"ifl_methodology":null,"ifl_pubdate":null,"ifl_default_sort":null,"companylist":null},"companies":[],"buyerzonewidgets":[],"photoEssaySlideModels":null,"custom_article_footer":null,"ser_footer_blurb":null,"dayssincepubdate":1721,"trackingpixel":"","promotions":null,"inline_script_tags":[],"loadedFully":true,"promoimage":"https://www.incimages.com/uploaded_files/image/970x450/getty_2333090_970620970450045_49716.jpg","largepromoimage":"https://www.incimages.com/uploaded_files/image/1940x900/getty_2333090_970620970450045_49716.jpg","pubdate":"2015-02-02T15:30:00.000Z","author":"Michael Rovner","authortwitter":"@null","articlesection":"Grow"},"server160611":{"id":237163,"inc_homepage_headline":"How Privacy Regulations Can Actually Improve Your Business","inc_homepage_headline_ab_test":"What Businesses Can Learn About Content Marketing from the GDPR","inc_headline":"How Privacy Regulations Can Actually Improve Your Business","inc_filelocation":"https://www.inc.com/amy-balliett/how-privacy-regulations-can-actually-improve-your-business.html?icid=readmoretext_ab","tilefeatureimage":"https://www.incimages.com/uploaded_files/image/300x200/getty_638814774_404646.jpg","tilefeatureimageX2":"https://www.incimages.com/uploaded_files/image/600x400/getty_638814774_404646.jpg","brandview":null,"loadedFully":false},"server160612":{"id":237303,"inc_homepage_headline":"Smart Cities of Tomorrow Will Be Built On One Simple Thing","inc_homepage_headline_ab_test":"The One Focus That Smart Cities Need","inc_headline":"Smart Cities of Tomorrow Will Be Built On One Simple Thing","inc_filelocation":"https://www.inc.com/peter-gasca/smart-cities-of-tomorrow-will-be-built-on-one-simple-thing.html?icid=readmoretext_ab","tilefeatureimage":"https://www.incimages.com/uploaded_files/image/300x200/getty_489524594_2000133620009280137_404844.jpg","tilefeatureimageX2":"https://www.incimages.com/uploaded_files/image/600x400/getty_489524594_2000133620009280137_404844.jpg","brandview":null,"loadedFully":false},"server160613":{"id":237285,"inc_homepage_headline":"6 Key Steps Required to Get You From a Good Idea to a Sustainable Business","inc_homepage_headline_ab_test":"6 Key Stages for Moving an Idea to a Sustainable Business","inc_headline":"6 Key Steps Required to Get You From a Good Idea to a Sustainable Business","inc_filelocation":"https://www.inc.com/martin-zwilling/6-key-steps-required-to-get-you-from-a-good-idea-to-a-sustainable-business.html?icid=readmoretext_ab","tilefeatureimage":"https://www.incimages.com/uploaded_files/image/300x200/getty_1149120298_404890.jpg","tilefeatureimageX2":"https://www.incimages.com/uploaded_files/image/600x400/getty_1149120298_404890.jpg","brandview":null,"loadedFully":false},"server160614":{"id":237298,"inc_homepage_headline":"Stop Pitching Your Products and Services. You Have a More Valuable Commodity to Sell","inc_homepage_headline_ab_test":"Stop Trying to Sell Your Products and Services. Boost Sales by Pitching Your Culture Instead","inc_headline":"Stop Pitching Your Products and Services. You Have a More Valuable Commodity to Sell","inc_filelocation":"https://www.inc.com/marla-tabaka/stop-pitching-your-products-services-you-have-a-more-valuable-commodity-to-sell.html?icid=readmoretext_ab","tilefeatureimage":"https://www.incimages.com/uploaded_files/image/300x200/getty_528416282_2000133320009280160_404839.jpg","tilefeatureimageX2":"https://www.incimages.com/uploaded_files/image/600x400/getty_528416282_2000133320009280160_404839.jpg","brandview":null,"loadedFully":false}},"videoHash":{"server160615":{"id":234022,"inc_homepage_headline":null,"inc_homepage_headline_ab_test":null,"inc_headline":"Feeling Stuck? Try This Simple Problem-Solving Technique","inc_deck":"When faced with a seemingly unsolvable problem at work, the tendency is to retreat and turn inward. Dr. Julia Samton explains the steps you should take to stay grounded and find the best solution. ","inc_filelocation":"https://www.inc.com/video/feeling-stuck-try-this-simple-problem-solving-technique.html","video":true,"vidid":"15732","tilefeatureimage":"https://www.incimages.com/uploaded_files/image/300x200/BH_Problem_TILE_POSTER_398650.png","tilefeatureimageX2":"https://www.incimages.com/uploaded_files/image/600x400/BH_Problem_TILE_POSTER_398650.png"}},"gridHash":{},"productHash":{},"user":{"loggedIn":false},"mustReadArticles":{"articles":[],"videos":[],"desktoplogo":null,"mobilelogo":null,"logolink":null,"containedInList":null},"articleBundleHash":{"server160621":{"articleId":"server160610","videos":[],"grids":[],"slideshows":[],"slides":[],"readmorearticles":[237163,237303,237285,237298],"images":["server160616"],"channels":["server160617","server160618","server160619"],"authors":["server160620"]}},"articlePage":{"infiniteArticleCollection":[{"articleBundleId":"server160621"}]},"imageHash":{"server160616":{"id":49716,"img_foreignkey":"2333090","img_gettyflag":true,"img_reusableflag":false,"img_rightsflag":false,"img_usrid":0,"img_pan_crop":"{\"x\":0,\"y\":45,\"h\":450,\"w\":970,\"img_h\":620,\"img_w\":970}","img_tags":null,"img_reference_name":"getty_2333090_970620970450045.jpg","img_caption":null,"img_custom_credit":null,"img_bucketref":null,"img_panoramicref":"getty_2333090_970620970450045.jpg","img_super_panoramicref":null,"img_tile_override_imageref":null,"img_skyscraperref":null,"img_gallery_imageref":null,"credit":"Getty Images","sizes":{"panoramic":{"original":"uploaded_files/image/getty_2333090_970620970450045.jpg","1230x1672":"uploaded_files/image/1230x1672/getty_2333090_970620970450045_49716.jpg","1940x900":"uploaded_files/image/1940x900/getty_2333090_970620970450045_49716.jpg","1270x734":"uploaded_files/image/1270x734/getty_2333090_970620970450045_49716.jpg","0x734":"uploaded_files/image/0x734/getty_2333090_970620970450045_49716.jpg","1150x540":"uploaded_files/image/1150x540/getty_2333090_970620970450045_49716.jpg","970x450":"uploaded_files/image/970x450/getty_2333090_970620970450045_49716.jpg","640x290":"uploaded_files/image/640x290/getty_2333090_970620970450045_49716.jpg","635x367":"uploaded_files/image/635x367/getty_2333090_970620970450045_49716.jpg","0x367":"uploaded_files/image/0x367/getty_2333090_970620970450045_49716.jpg","575x270":"uploaded_files/image/575x270/getty_2333090_970620970450045_49716.jpg","385x240":"uploaded_files/image/385x240/getty_2333090_970620970450045_49716.jpg","336x336":"uploaded_files/image/336x336/getty_2333090_970620970450045_49716.jpg","300x520":"uploaded_files/image/300x520/getty_2333090_970620970450045_49716.jpg","300x200":"uploaded_files/image/300x200/getty_2333090_970620970450045_49716.jpg","284x160":"uploaded_files/image/284x160/getty_2333090_970620970450045_49716.jpg","155x90":"uploaded_files/image/155x90/getty_2333090_970620970450045_49716.jpg","100x100":"uploaded_files/image/100x100/getty_2333090_970620970450045_49716.jpg","50x50":"uploaded_files/image/50x50/getty_2333090_970620970450045_49716.jpg"}}}},"channelHash":{"server160617":{"id":25,"cnl_name":"Marketing","cnl_filelocation":"marketing","cnl_featuretype":"None","cnl_custom_color":null,"cnl_calculated_color":"F6861F","cnl_contributor_accessflag":true,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":null},"server160618":{"id":6,"cnl_name":"Grow","cnl_filelocation":"grow","cnl_featuretype":"None","cnl_custom_color":"F6861F","cnl_calculated_color":null,"cnl_contributor_accessflag":true,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":1},"server160619":{"id":374,"cnl_name":"Wire","cnl_filelocation":"wire","cnl_featuretype":null,"cnl_custom_color":null,"cnl_calculated_color":null,"cnl_contributor_accessflag":false,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":2}},"authorHash":{"server160620":{"id":3972,"aut_name":"Michael Rovner","aut_usrid":0,"aut_base_filelocation":"michael-rovner","aut_imgid":119132,"aut_twitter_id":null,"aut_title":"Founding partner, Mr. Finn","aut_blurb":"Michael Rovner is a journalist and marketer who has contributed to The New York Times and over two-dozen other publications for the past 20 years. He is a co-founder at Mr. Finn, a content marketing agency focused on enterprise and middle-market clients in finance, technology, and real estate.\r\n","aut_footer_blurb":"Michael Rovner is a journalist and marketer who has contributed to The New York Times and over two-dozen other publications for the past 20 years. He is a co-founder at Mr. Finn, a content marketing agency focused on enterprise and middle-market clients in finance, technology, and real estate.\r\n","aut_column_name":"Lessons in Leadership","aut_atyid":2,"aut_newsletter_location":null,"authorimage":"https://www.incimages.com/uploaded_files/image/100x100/michael_rovner_headshot_119132.jpg","sortorder":null}},"author":{"authorData":{},"isFetching":false,"isFetched":false,"error":null},"companyProfile":[],"channel":{"channel":[],"isFetching":false,"isFetched":false,"error":null},"guide":{"guide":{},"isFetching":false,"isFetched":false,"error":null},"sitemap":{"sitemap":[],"isFetching":false,"isFetched":false,"error":null},"hostname":"node.inc.com","homePage":{"topArticles":[],"packages":[],"isFetching":false,"isFetched":false,"error":null},"ifl":{"ifl":[],"isFetching":false,"isFetched":false,"error":null}};