McDonald’s and RAPP India have launched the #McDElections campaign for the launch of two premium burgers – the Grilled Chicken Royale and the McPaneer Royale, in their menu.
Phase 1 of the campaign kicked off with all the McDonald’s foods seemingly electing the leader amongst their candidates. The cast included a number of participating candidate burgers, each with an interesting personification and McDonald’s foods that play their supporters. Meanwhile, the just to be launched Royale Burger duo threatening to sweep the polls.
Each of the candidates had a manifesto that was designed to help them win the McDElections in the light of the threat from the new Royale Burger Duo. The prelaunch viral video, done for Phase 1, mimics a classic TV interview of two of the candidates McSpicy Paneer and Chicken Maharaja Mac. Facebook posts and banners set up the context of the McDElections with the candidates and their supporter foods all campaigning for victory. But the inevitable happens, and the Royale Burger Duo wins the McDElections and forms the McDSenate. And the campaign moves to phase 2.
The Phase 2 Viral video had the first interview of the Royal Burger Duo after they swept into power. The Royale Duo talk about their manifesto and the many “Right to Taste” bills that they intend to pass like ‘Burgers must be eaten with two hands’ and how one should enjoy eating a burger like a king, and savor each bite. But even as they have come into power the voices of dissent can be heard and the Chicken Maharajah Mac and the Spicy Front are quite vocal about the fact that they will either give the Royale Duo a tough time from the opposition or skeptical about how long the Royale Duo will last in Power.
Two interesting aspects of this campaign are the Breaking News section and the Twitter campaign. The Breaking News section which constantly refreshed captured the action in the McDElections eg – ‘McVeggie Burger calls for all Veggies to unite in a bid to fend off the Royale Challenge’ or ‘Royale Duo mobbed in Mumbai’. It also got featured on Facebook and on www.mcdelections.in
The Twitter campaign drew inspiration from the action in the Lok Sabha Elections using #mcdelections tweets crafted around real life stories of the current elections.
The latest from McDonald’s India is the ‘Know Your Royale Burger’ contest to check how well the people know their Royale Burgers. There will be 40 lucky winners announced everyday, who can win their Royale burger vouchers.
The McDonald’s India Twitter handle (@mcdonaldsindia) will also launch the ‘Right To Taste (RTT)’ and many more exciting competitions shortly.
“Capturing the mood of the customer and the buzz in the air is always a trick that elevates campaigns and gives them life. The McDelection campaign did just that! The Royale burgers launch got a fitting launch platform through this highly engaging and interactive digital campaign,” said Rameet Arora, Senior Director Marketing & Menu Management, McDonalds India.
Venkat Mallik, President RAPP India, said: “The McDElections campaign has provided us with a fantastic platform that helps us set up the food value of current and new Royale Burgers from McDonald’s mixed in with the spice that the election brings in. The wide cast of characters with 7 candidates and many supporters has helped us build a property which can potentially go on for a really long time ahead. The campaign lends itself extremely well to all parts of the digital landscape and we have used Facebook, Viral Videos, Youtube, a Microsite, Twitter and Banners.”
Credits
RAPP India
Office Head: Venkat Mallik
Account management: Devendra Dembla, Prashant Lodaya
Creative Copy: Steven Menezes, Uddhav Parab
Creative Art: Rakesh Gundla
