8/12/2023 0 Comments Mcdonalds sweetieThose partnerships never included specific meal, however, and they faded out of fashion over the past few decades. In the 2000s, celebrities like Britney Spears and *NSYNC featured heavily in marketing, with CDs available in-store. Tapping into pop star power is not new for McDonald’s. In Malaysia, the Philippines and Vietnam, Kempczinski said on the earnings call that “the BTS ARMY went out of their way to prepare snacks for our crew and managers to support them on launch day.” Internationally, the meals proved particularly popular: in Indonesia, franchises had to shut down due to too much demand to cope with COVID precautions. for the quarter, attributed in part to the BTS Meal (and a revamped chicken sandwich offering). Their TV commercial also trended on YouTube and remains easily their most-liked piece of content there, with over 4 million views. The result: they broke their own records of social engagement across channels, trending number two on Twitter globally and number one in the U.S. Marketing, Brand Content and Engagement for McDonald’s, “so we wanted to build on that fan passion for memorabilia.” And, given BTS’s well-known dominance on social media, she says McDonald’s took inspiration from K-pop marketing tactics, sharing a release schedule, concept photos and teasers in advance so fans could plan their purchases, just like with an album release cycle. “We saw our customers framing and even selling their receipts from the Travis Scott and J Balvin meals,” says Jennifer Healan, Vice President of U.S. “We saw significant lifts in McNuggets sales and record breaking levels of social engagement.” “It has been, to borrow a BTS lyric, Dynamite,” he said during the July 28 earnings call, referring to the group’s 2020 hit song. (The McDonald’s meal collaboration was followed by two merch collections as well.) According to McDonald’s president and CEO Chris Kempczinski, that was borne out in the BTS Meal reaction. And their other commercial partnerships-with brands like Hyundai, Samsung and Fila-have proved fruitful, as fans happily shell out for BTS-branded items. They have rallied to support philanthropic efforts and to ensure that streaming numbers regularly break records. Now known as the biggest band in the world, BTS has a powerful fan base that turns performances and video clips viral in a matter of minutes. October’s J Balvin meal (Big Mac without pickles, fries and ketchup, Oreo McFlurry) was similarly popular. It was the first McDonald’s meal named after a celebrity since 1992’s Michael Jordan meal. In September 2020, their Travis Scott meal (Quarter Pounder with bacon, fries with BBQ sauce, Sprite) netted the rap star about $20 million, according to a Forbes profile, and some franchises even ran out of ingredients. (Most recently, you can find Disney Pixar’s new animated movie Luca featured in a box.) But lately, McDonald’s has turned to real-life stars-specifically, globally hitmaking musicians-to drive sales, with food and collectible merch as the main appeal, instead of free plastic souvenirs. Cartoon characters and superheroes are prevalent. In the 90s and 2000s-and continuing to this day-Happy Meals partnered with movie releases, intended to drive audiences to the box office and provide kids with collectible pieces of kitsch.
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