McDonalds wanted to raise the profile and ‘generate hype’ around their limited time offer (LTO) McWrap – which is only on the menu for three weeks a year. This year marked the third year of this LTO, and to do it big McDonalds wanted to introduce two brand new flavor builds: Nashville BBQ and Dijon Mustard.
McDonalds wanted to reinforce the perception of their LTOs and increase restaurant footfall by 5% from the previous year. Positioning the McWrap as the powerful comeback of an iconic product that holds a dominant presence.
As the McWrap is such a popular and revered LTO it is often given celebrity status, and like many celebrities and high-end product drops/launches they are susceptible to over-enthusiastic fans wanting to get a sneak-peak or having their accounts hacked, so we started off with building hype for the teaser phase by faking a social media hack attack. We launched a takeover through stories, posts and riddled responses – using songs and visuals without the usual McDonalds branding to tease the ‘return of the McWrap’.
In order to keep the product launch safe and under wraps, we dispatched our own McDonalds security detail to local branches to protect our celebrity food item whilst giving regular diners a VIP experience. Following this, we launched an on-ground activation and stunt. Where anyone who ordered the McWrap suddenly got a security detail or bodyguards to escort you from receiving the order until consumption. Recorded on video to later be shared across socials, after the social reveal of the hack being the McWrap.
Overall Incubeta drove 500k Instagram Impressions and an 8.3% Twitter Engagement Rate.
"It’s never boring working with the Incubeta team, they continuously push boundaries with culturally relevant content that resonates with the audience. This campaign was no different, where the challenge started off as bringing in the same level of buzz as last year to far exceeding in creating the right hype"
McDonalds KSA Marketing & Comms. Director
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