I started reading the rules to a new contest at McDonald's before watching the above video and My thought was "Wait... What?" From February 2-14 (Valentine's day) 2015 it seems McDonald's will have a designated "Lovin' Lead" who gets to select a person who walks through a specific door at a "random, predetermined time". After placing an order, this guest will then be informed that their payment can be made in some sort of gesture of love. It could be anything from a fist bump to saying what you like about someone.
This is a crazily creative social experiment. Kudos to the person at McDonald's who was able to convince the rest of a company this big to go along with this.