Can I Please Get A Cardi B & Offset Meal？
Three days ago, we celebrated Valentine’s Day 2023. For the vast majority of brands, Valentine’s Day is the best time to launch a digital marketing campaign. The reason is that people’s desire to spend and brand exposure is at its peak. One of the most impressive Valentine’s Day campaigns I’ve seen this year is that of McDonald’s and Carbi B.
“ So in honor of the season of love, we’re serving up the first-ever celebrity duo meal with lifelong McDonald’s fans — Cardi B and Offset — that’s perfect for sharing with your plus one, your situationship, your best friend, or anyone in between. Starting Feb. 14, fans can pull up to participating restaurants nationwide* to get the Cardi B & Offset Meal, which includes each of their go-to menu items plus their favorites to split on date night:
Cardi B’s classic McDonald’s Cheeseburger, paired with tangy BBQ sauce and a Large Coca-Cola®;
Offset’s Quarter Pounder® with Cheese and a Large Hi-C® Orange Lavaburst®;
And to share… a Large order of World Famous Fries® and a hot, flakey Apple Pie.”
Why it caught my eye?
I believe that most customers are attracted to this marketing campaign because it is a rare combination — McDonald & Cardi B & Offset. Generally speaking, McDonald used to choose to co-name activities with cartoons. This time around, to create a romantic Valentine’s Day vibe, it enlisted Cardi B & Offset to collaborate. We all know the power Cardi B & Offset has in the global music scene. They have a huge fan base and social media traffic.
What value it has for marketers?
The reason why I regard this marketing as a very successful operation is that it is an all-round, multi-channel and composite marketing activity. In addition to the advertising on Youtube, Instagram, Facebook, Twitter and other social media that we can see in large numbers, McDonald’s Cardi B & Offset Meal launched in offline stores does offer a large discount. I think this is the core competency of the event and the main reason why all the ancillary publicity works.
What’s more, McDonald’s isn’t just marketing food meals. It sells merchandise for the event at the same time as Cardi B. For example, one of their key products is the basic T-shirt that says “Ok uu rr rr rr” and the McDonald’s logo. “Ok uu rr rr rr” is a famous personal catchphrase of Cardi B. The T-shirt is currently selling well thanks to a catchphrase that has previously gone viral on the Internet. When people buy and wear the shirt, they walk in the street or take a picture to post on social media as a mobile “billboard” for the McDonald’s campaign. The billboards themselves have also boosted McDonald’s profit margins.
All in all, this campaign has great reference value for Marketers. Among them, concept shaping strategy, celebrity cooperation strategy, combination pricing strategy, multi-channel marketing strategy, peripheral commodity strategy are very successful. Officially because of the rational use of these strategies, the McDonald’s Valentine’s Day marketing campaign was so widely spread and hit the heart. When there was a long line at McDonald’s, I joined in and asked, “Can I please get a Cardi B & Offset meal?”
