McDonald’s
McSpicy
It’s gettin’ hot in herrrrrrreeeee!
We all know that spice is an incredibly subjective matter so instead of telling the nation what to expect, we posed the question to them: How spicy is it for you?
From TV and OOH to Twitter polls, Snapchat lenses, and partnerships with Roman Kemp, AJ Tracey, and Jamie Theakston we sparked a nationwide conversation about the new product. Our Live Digital OOH sites even showcased how hot the nation thought the McSpicy was in real time, supported by tweets from fans.
The McSpicy became the hottest ticket in town, performing 180% above projections with hundreds of restaurants selling out within the first week. The fully integrated campaign went on to become Twitter’s Launch Campaign of the Year.
Case Study
The most successful product launch in McDonald’s history
Our nationwide Twitter polls captured the collective thoughts of the country.
We took the live results and showcased them in regional Dynamic OOH placements that showcased poll data and customer opinions as they came in.
Apparently, they like it HOT in Wolverhampton while Norwich just can’t hack it.
Our AR lens took the debate to Snapchat, allowing fans to choose their spice level and send to their friends.
We even tapped rap superstar (and chicken connoisseur) AJ Tracey to create a McSpicy music video.
Not to be outdone, Roman Kemp and Jamie Theakston got in on the action in our 30s radio spots.
