The Big Mac was no longer iconic in Korea and competition among fastfood chains was increasing with discount mechanics like coupons and price promotions. It was tough to change consumer’s mindsets, our campaign objective was to reignite consumers’ cravings for the Big Mac and stimulate consumption, without relying on discount coupons or promotions and we needed to successfully localize McDonald’s 1974’s commercial, ‘Big Mac Chant’ which was big hit in the U.S as well.
Planning & Execution
In a campaign led and developed by the media agency, we inspired consumers to star in their own 15-second commercial – giving them the chance to be a star.
First, we turned the ‘Big Mac Chant’ into a Korean jingle. Then we invited Koreans to “Sing the Big Mac Song and Be On TV!” by uploading their video performance to the campaign’s website.
For our ‘community stage’, we then showed their performances in every single medium of our advertising, not just on TV, but through online video units, mobile video, and outdoor LED boards, showcasing different, ordinary Koreans, singing their Big Mac love to a national audience.
We further integrated in-store resources, including cashiers who handed out cards with each order, containing the song lyrics and URL to learn more about entering our campaign. QR codes were printed on our traymats to give consumers convenient mobile access to our site.
Effectiveness / Results
We actually gave Koreans the inspiration and courage to show their performances to everyone. The Korean’s Big Mac Song campaign achieved pop-culture status. In just one month, we surpassed the results of ANY previous user-generated content campaign in Korea, attracting over 13,000+ video entries and over 5,000,000 YouTube views, thus proving that meaningful brand experiences can triumph over discounts.