MCDONALDS

I AM LOVIN IT.
WHAT IS ADVERTISING
CAMPAIGN?

when two giants collide, chaos ensues.

introducing the BTS meal. we’re joining forces with
global pop icons, BTS, to offer their favorite order in
nearly 50 participating markets – making this our first
celebrity signature order that will be available to
mcdonald’s customers all over the world.
this is much more than a traditional promotional
campaign; and we’re tapping into mcdonald's key
strengths to bring it to life.
NAME OF THE
PRODUCT
AND
CORPORATE:
- BTS MEAL

-MCDONALDS
 WHAT’S THE
BRAND IMAGE
THEY ARE TRYING
TO CREATE?
K-POP SENSATION BTS IS A WELL-KNOWN NAME IN THE MUSIC
INDUSTRY TODAY. THE 7-MEMBER BAND HAS A RAGING FAN
FOLLOWING ACROSS THE GLOBE. THEIR LATEST SUPERHIT
TRACK INCLUDES 'DYNAMITE', WHICH SHATTERED A NUMBER
OF RECORDS WITHIN A DAY OF ITS RELEASE IN 2020. AND NOW,
THEY ARE PLANNING TO LAUNCH A BRAND NEW MEAL TO
TAKE THEIR STARDOM TO THE NEXT LEVEL. FAST FOOD GIANT
MCDONALD'S TOOK EVERYONE BY SURPRISE BY ANNOUNCING
A COLLABORATION WITH THE KOREAN STARS. THEY ARE
SIMPLY PROMOTING THEIR FAVOURITE FAST FOOD CHAIN.
 MOREOVER, THESE MEALS ATTRACT YOUNGER CUSTOMERS AND
MCDONALD’S APP USERS WHO RECEIVE DISCOUNTS FOR ORDERING
DIGITALLY.
THE BTS FANS, COMMONLY KNOWN AS ARMIES, ARE SOME OF THE MOST

TARGET DEDICATED FANS IN THE WORLD. TRYING TO CAPTURE THE ATTENTION OF

THE ARMIES.

AUDIENCE
BTS HAS 30 MILLION FOLLOWERS ON TWITTER, 62 MILLION INSTAGRAM
FOLLOWERS AND 34.4 MILLION FOLLOWERS ON TIKTOK.  
 ADVERTISING STRATEGIES
USED IN THIS CAMAPAIGN
W H A T T O S A Y ?
-THERE ARE DIFFERENT REGULATIONS AND REQUIREMENTS UNIQUE TO EACH
COUNTRY. FOR EXAMPLE, DISCLAIMERS ON THE COMMERCIAL, TRANSLATIONS
FOR SUBTITLES IN DIFFERENT LANGUAGES, HALAL REQUIREMENTS, APPROVAL
PROCESSES, AND SO ON,” SAID LEE. “PLANNING AHEAD AND ANTICIPATING THE
DIFFERENT REQUIREMENTS EARLY HELPED TREMENDOUSLY IN OVERCOMING
THESE CHALLENGES. WE ALSO ENSURED WE MAINTAINED A DIRECT AND OPEN
LINE OF COMMUNICATION BETWEEN ALL PARTIES INVOLVED—GLOBAL,
REGIONAL AND THE COUNTRY LEADS.” 
ON TOP OF THAT, EACH MARKET NEEDED TO ROLL OUT ITS OWN MEDIA STRATEGY
BASED ON UNIQUE MEDIA CONSUMPTION BEHAVIOURS. FOR EXAMPLE, IN KOREA,
THE BRAND USED KAKAOTALK TO REACH CUSTOMERS DIRECTLY. INDIA, ON THE
OTHER HAND, TENDS TO RELY ON INFLUENCERS. LEE EXPLAINED THAT WHILE AN
INFLUENCER MARKETING PLAN WAS PUT IN PLACE FOR THE MALAYSIAN
MARKET, MALAYSIA IS CURRENTLY SELLING SIX TIMES MORE BTS MEALS THAN IT
PROJECTED. HE TEAM IN THE PHILIPPINES IS RELYING ON TIKTOK DUE TO THE
PLATFORM'S LARGE USER BASE IN THE COUNTRY WHILE INDIA IS DOUBLING
DOWN ON INFLUENCER MARKETING TO SPREAD NEWS AND EXCITEMENT ABOUT
THE BTS MEAL. ADDITIONALLY, THERE WILL ALSO BE FOUR STRAIGHT WEEKS OF
IN-APP CONTENT FOR CUSTOMERS, WITH DIGITAL SURPRISES BEING REVEALED
EACH WEEK FEATURING THE BAND VIEWABLE EXCLUSIVELY ON THE APP.
 H O W T O S AY ?

THE BIGGEST BOY BAND FROM

K O R E A , B T S , T H E M S E LV E S W E R E
I N V O LV E D I N T H E A D V E RT I S I N G T H E
“ B T S M E A L ” . T H E Y A R E F E AT U R E D I N
AN OFFICIAL VIDEO BY MCDONALDS
A N D A R E T H E FA C E S O F T H I S
C O L L A B O R A T I O N . T H E A I M WA S T O
GET A HOLD ON TO THEIR ENTIRE
FA N B A S E ( E N O R M O U S A R M I E S ) A N D
OTHER CELEBS AND INFLUENTIAL
PEOPLE.
 W H E R E T O S AY ?

M C D O N A L D S A N D B I G H I T E N T E RTA I N M E N T MARKETING TEAM USED

A L L T H E P R E VA L E N T S O C I A L M E D I A S S U C H A S I N S T A G R A M , YOUTUBE,
T W I T T E R , P I N T E R E S T, E T C .

- A PA RT F R O M VA R I O U S S O C I A L M E D I A P L AT F O R M S , T H E
I N F O R M AT I O N A B O U T T H E W H O L E C A M PA I G N C O U L D A L S O B E
A C C E S S E D O N M A I N S T R E A M S I T E S A N D VA R I O U S F A N B A S E S O N
OBJECTIVE OF THE
CAMPAIGN:
•THE SUCCESS OF THE CAMPAIGN WILL BE MEASURED BY BRAND
LOVE AND AFFINITY SCORES, WHICH ARE KEY MEASURES FOR THE
BRAND, APART FROM SALES FIGURES.

•AIM TO BRING MORE BTS FANS TO ITS MOBILE APP OVER A LONGER
PERIOD.

•MCDONALD’S HAS BEEN KEEN TO TAKE A PAGE OUT OF THE K-POP

PLAYBOOK, USING THE COLLAB TO “INCREASE FAN ENGAGEMENT
AND DRIVE THE BUSINESS, WHILE CELEBRATING OUR CORE MENU
ITEMS”, ADMITTING THAT “WE LEANED INTO THEM BECAUSE OF
HOW THEY REACH THEIR FAN BASE, WHO ARE ALSO MCDONALD’S
FANS“.

•THIS COLLABORATION HAS HELPED FUEL THE CRAZE FOR BTS ALL
OVER THE WORLD.