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Objective:

To demonstrate an online contest journey that encourages food testing to the masses and also to create awareness around McDonald’s ongoing localization campaign.

Solution:

Taking inspiration from popular ASMR food review content on the web, Hot FM via our popular web series – Bro Cuba featuring Geng Pagi Hot and Sarancak took up the #WhereGotSpicyChallenge to demonstrate the gastronomic experience offered by the new Extra Spicy Ayam Goreng McD while subtly mention on client’s contest to the viewers. The content was also accompanied by social media postings on Hot FM and announcers’ official social media pages to extend the challenge to our followers on each respective platform.

Impact:

The one-off branded content and its subsequent promotional posts have managed to gather:

• Almost 1.2 million video views
• More than 2.2 million reach
• More than 640,000 impressions

Source: Combined data from Facebook, Twitter, Instagram & YouTube