Following in the footsteps of Benefit and Dunkin' Donuts, McDonald's is the latest brand to embrace Facebook Live.
To mark National Hamburger Day, the fast-food chain debuted its first video via the social giant's live streaming platform yesterday (26 May), treating fans to a special show dubbed 'The Starving Artist'.
The hour-long video appeared to be modeled on Bob Ross' popular instructional PBS title The Joy of Painting, and saw an improv actor named Bevin explain how to create "beautiful" burger portraits.
Without any paid support, the stunt reached 884,300 people in 40 minutes according to McDonald's, with the view count currently sitting at 19,000.
Drawing inspiration from McDonald's most popular burgers, including the Big Mac, the three paintings were actually created by professional artist Adam Holzrichter.
The 'Beefy Gastronaut', the 'Burger Brawn' and the 'Beefy Peaks' are Dali-esque in their style, and will be auctioned off to raise money for Ronald McDonald charities.