McDonald's: Shia is everywhere

Fast-food outlet McDonald’s used an influencer-led social media campaign to launch and drive sales of a limited-edition shrimp burger in Taiwan.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency: OMD TaiwanCountry: TaiwanIndustries: Restaurants & takeawaysMedia channels: Online video, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

In autumn 2017, McDonald's launched a new limited-edition shrimp burger on sale for only one month. However, its main competitors had dominated the category of shrimp burger products for a long time and were more entrenched in it. Thus, the challenge would be to boost product awareness, stimulate curiosity and pique desire to taste it within the short promotional period.

The target...

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