BTS x McDonald’s Become Overwhelming
McDonald’s has teamed up with BTS (one of the world-famous Korean musical acts) to drop limited-edition merchandise on May 26 in the US and launch in 50 countries last Wednesday. This is the first McDonald’s celebrity meal that will be available globally.
The meal includes 10 piece Chicken McNuggets, a Coke, medium Fries, and 2 exclusive sauces: Sweet Chili sauce and Cajun, wrapped in the special-edition purple packaging (a symbol of BTS). Unimaginably, pieces of packaging along are reselling for multiples of the meal’s price (nearly $1,000 online!!)
Approach & Result: McDonald’s took their first move on announcing the BTS meal collaboration on social media, Twitter, and Instagram. Undoubtedly, they took the BTS fans by storm and hit the market overnight. Some locations ran out of combo soon since it went on sale on the first day. A report from insider mentioned that in the US restaurant visits were up 12% over the past first seven days of the promotion and these numbers are the highest of 2021 so far.
A partnership bloom the brand?
Viewed this co-branding campaign from the marketing scope, BTS truly has the potential to drive more traffic to McDonald’s. Take advantage of their burgeoning global fame and possess the most influential power, BTS attracts Millennials and Gen Z more likely to visit the fast-food restaurant — celebrity endorsement. Fans always support their favorite idol. With the large-scale BTS fan group, it is not hard to imagine that the BTS meal will go viral and McDonald’s sales will sharply go up.
Leveraging products in partnership with celebrities as spokespeople can reach two-sides customers. Hire a person who is popular both on social media and traditional platforms among youngsters, the brand is not only relying on their fame to promote meal but extending own market more than one. Partnered with Travis Scott, the most powerful American rapper, for instance. The collaborative meals caused the shortage of quarter pounder and sale bump which is also one of the successful McDonald’s cases.
‘’Hey, what allure me to dig into my pocket?’’
Allure 1: To be honest, I am not a fan of BTS, but I am very willing to find out what a surprise in new sauces. McDonald’s adopts the time-limited collab and hunger marketing which successfully catches my eye, boosts my interest, and drives me into purchasing. lol
Allure 2: Have your free large fries on McDonald’s mobile app! McDonald’s makes ‘digital surprises’. They attract customers to get the app not only for exclusive access to meals but receive discounts. People love feeling special and enjoy getting something FREE, therefore, I believe that digital sales will tempt consumers and drive sales up.
