Integrated Marketing Communications for launch of Spicy Delights by McDonalds

With the introduction of their new range of McSpicy products in India called ‘Spicy Delights’ McDonald’s has embraced technology and social networking sites in a whole new level, keeping up with the changing times.

Before the launch of the McSpicy range of McDonalds, when a customer placed an order at a McDonald's outlet, they were given visiting card-sized slips that simply read 'Coming on 28th March. French Fries' new buddy. Soft Serve's new love. Chicken Maharaja Mac's competition'.

The card carried an image of burger buns with a QR code - a specific barcode readable by dedicated QR barcode readers and smart phones - in between them instead of a patty. The QR code, which was printed across all the pre-launch merchandising elements (in-store and Out-of-Home) directed the consumer to the site www.myspicy.in microsite.

At the microsite, a rib-tickling viral called the 'The Great Spicy Speculation', in which the present items such as McVeggie, Maharaja Mac, French Fries, Mc Aloo Tikki, and Coke posed as characters and discussed the new additions in the menu on social networking sites and messenger services as if they were new joinees in an office. LinkedIn profiles were also made for the new additions, while tickets were also booked for them on a travel website.

The video ended with the message: 'The story gets spicier at www.myspicy.in'. It also routed the viewer to a page by the insecure Maharaja Mac that said 'Website not found - this site has been re-routed to www.i-love-maharaja-mac-more.com. It's much better than this. Besides it's LIVE right now'. People were also allowed to leave their contact details with McDonald's promising to inform them as soon as the new menu was out.

As part of the outdoor campaign, displays in the McDonald's outlets, hoardings, bus shelters and railway stations, carried ads of the pre-launch QR code and the reveal launch ads.

McDonald's rolled out a 10-day pre-launch campaign to build a buzz around the new menu. The company claims to have reached 2,50,000 people in a span of the ten-day pre-launch campaign and close to another 10,000 views on YouTube for the viral.

After the launch kiosks were launched at McDonald's outlets, where people could pick their option from Too Hot, Too Cool, Just Right. LED hoardings in a few locations carried Live Updates of the people's choice and their pictures, giving them their few seconds of fame.

Major AD’s were during the IPL matches. The company also tied up with a radio station where RJs went to McDonald's outlets and asked people about what they thought of the new McSpicy range - is it Too Hot, Too Cool or Just Right? The brand also reached out to students across 50 colleges in Mumbai.

In today’s world engagement is very important and it leads to conversation. It is necessary today to have a platform where people can express themselves and it is good for the brand to know what’s on their customers’ minds. Mc Donalds successfully accomplished this in its McSpicy Campaign. The campaign has created waves in the social media and is considered to be a social media tutorial.