Challenge

McDonald’s introduced the #McSpicy and knowing how subjective spice levels can be wanted to create and fuel the debate around their latest sandwich. How do they get everyone talking about potentially their hottest launch of the year.

Plan

Fuel the #McSpicyDebate by getting the # everywhere - on the product, on OOH and in the TVC. Also use Twitter polls to gauge the spice level mood of the nation. Induce fear in potential customers by offering free milk with the purchase of the McSpicy.

The campaign included dynamic DOOH which updated with votes on the poll and also pulled in real time reaction Tweets about the potency of the McSpicy.

Results

The McSpicy received half the number of mentions that the Zinger gets in a year in its first week and…

It sold out. Fast.

So fast, in fact, that we had to pause some of planned localised DOOH campaign activity because there weren’t any left.