22feet Tribal Worldwide India taps Instagram music for new McDonald’s digital campaign
The launch of Instagram music became the most talked about thing on the internet – with fans and brands using it obsessively.
McDonald’s India jumped onto the trend by dedicating songs to all the food on their menu – from Kuch Kuch Hota Hai when we see a burger to Is This Love when it comes to Fries. The brand saw people pouring in with their own songs to show love for their food.
To amp up the fun quotient and add to the frenzy Instagram music had already created – 22feet Tribal Worldwide Mumbai, the digital agency partner to McDonald’s decided to play Instakshari; an Antakshari on McDonald’s Instagram handle.
It was the middle of the week and everyone was heading home, hoping the weekend would come soon. With Instakshari, the brand and the agency decided to add a few moments of fun to liven up their boring/tiring day. A series of letters were released on the Instagram handle in two hours and all one had to do was to comment with songs that started with that letter. 20 winners won free fries for a day and one mega winner was entitled to free fries for a year.
The brand received 10X more engagement on every content piece published. The activity created 7L+ impressions and generated 13K+ comments for songs across 11 letters – all this in 2 hours.
Arvind RP, Director – Marketing & Communications at McDonald’s said, “We are absolutely delighted with the response we have got for this activity. We will continue to push creative boundaries to create compelling content to better engage with our consumers.”
Content: Vivek Bhatia, Simran Kulkarni, Dhruvi Pandya, Deepshikha Mishra
Account management: Gatlin Raberts, Sonali Savla
Analytics: Prateek Vora