MAM

RAPP India launches McDonalds Royale Burger through McDElections campaign

MUMBAI: McDonald’s and RAPP India have recently launched the #McDElections campaign for the launch of two premium burgers – the Grilled Chicken Royale and the McPaneer Royale, in their menu.

 

Phase 1 of the campaign kicked off with all the McDonald’s foods seemingly electing the leader amongst their candidates. The cast included a number of participating candidate burgers each with an interesting personification and McDonald’s foods that play their supporters. With the just to be launched Royale Burger duo threatening to sweep the polls.

 

Each of the candidates had a manifesto (on www.mcdelections.in) that was designed to help them win the McDElections in the light of the threat from the new Royale Burger Duo. The prelaunch viral video, done for Phase 1, mimics a classic TV interview of two of the candidates McSpicy Paneer and Chicken Maharaja Mac.

 

Facebook posts and banners set up the context of the McDElections with the candidates and their supporter foods all campaigning for victory.

But the inevitable happens, and the Royale Burger Duo wins the McDElections and forms the McDSenate. And the campaign moves to phase 2.

 

The Phase 2 Viral video (https://www.youtube.com/watch?v=MoJMVxrH8wI) had the first interview of the Royal Burger Duo after they swept into power. The Royale Duo talk about their manifesto and the many “Right to Taste” bills that they intend to pass like ‘Burgers must be eaten with two hands’ and how one should enjoy eating a burger like a king, and savour each bite. But even as they have come into power the voices of dissent can be heard and the Chicken Maharajah Mac and the Spicy Front are quite vocal about the fact that they will either give the Royale Duo a tough time from the opposition or skeptical about how long the Royale Duo will last in Power.



Two interesting aspects of this campaign are the Breaking News section and the Twitter campaign.

 

The Breaking News section which constantly refreshed captured the action in the McDElections eg – ‘McVeggie Burger calls for all Veggies to unite in a bid to fend off the Royale Challenge’ or ‘Royale Duo mobbed in Mumbai’. It also got featured on Facebook and on www.mcdelections.in

The twitter campaign drew inspiration from the action in the Lok Sabha Elections using #mcdelections tweets crafted around real life stories of the current elections.

 

The latest from McDonald’s India is the ‘Know Your Royale Burger’ contest to check how well the people know their Royale Burgers. There will be 40 lucky winners announced everyday, who can win their Royale burger vouchers.

 

The McDonald’s India Twitter handle (@mcdonaldsindia) will also launch the ‘Right To Taste (RTT)’ and many more exciting competitions shortly.

Says Rameet Arora, Senior Director Marketing & Menu Management, McDonalds India “Capturing the mood of the customer and the buzz in the air is always a trick that elevates campaigns and gives them life. The McDelection campaign did just that! The Royale burgers launch got a fitting launch platform through this highly engaging and interactive digital campaign”.

 

Says Venkat Mallik, President RAPP India, “The McDElections campaign has provided us with a fantastic platform that helps us set up the food value of current and new Royale Burgers from McDonald’s mixed in with the spice that the election brings in. The wide cast of characters with 7 candidates and many supporters has helped us build a property which can potentially go on for a really long time ahead. The campaign lends itself extremely well to all parts of the digital landscape and we have used Facebook, Viral Videos, Youtube, a Microsite, Twitter and Banners”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/28/Untitled-1_25.jpg?itok=0yHov_cz
ShopClues rolls out 'Itne Kum Mein' TVC

ShopClues has rolled out its new TV ad campaign to usher in the joyous festive season with the right mood. The TVC brings to the fore the delightful offerings up for grabs this year o nShopClues with its tagline “Itne Kum Mein” (at such a low price). A series of fresh catalogue digital films that...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/28/Untitled-1_6.jpg?itok=z5eNSkrh
John Thankamony is Mindshare's new head - programmatic

Mindshare, one of India’s largest full service media agency, a part of GroupM, has announced the appointment of John Thankamony as head – programmatic.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/28/Untitled-1_7.jpg?itok=-Fu6p1g_
Grey gets 'dadis' to bust contraception myths

On the occasion of World Contraception Day, Grey group India has launched a new social media campaign for ICanHelp.in that focuses on various myths and conceptions surrounding contraception among the youth. The campaign invokes young minds to feel comfortable in seeking contraceptives in order to...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/28/Untitled-1_1.jpg?itok=xY0Mcxut
No inhibition: eBay India launches TVC

MUMBAI: eBay India announced their brand new TV campaign #ThingsDon’tJudge today. The campaign aims to inspire consumers to shop online from over 10 crore products available on ebay.in. The TV campaign will go on air today.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/28/Untitled-1.jpg?itok=d-DU8_Y1
Chance to demonstrate proven global tools in India: Havas's new digital head Nitin Karkara

Havas Media Group India has appointed Nitin Karkara as head – Digital, to promote and drive growth for the 360 degree digital offering of Havas Media in India for existing and new clients.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/28/Chakra_1.jpg?itok=885MCmNg
Chakra movies to air on Toonami; Astra Force coming soon

MUMBAI: After its successful debut on Cartoon Network in 2013, Graphic India and Stan Lee’s "Chakra The Invincible" is back with three new installments of "Made for TV" movies for Turner International. Chakra is the brainchild Graphic India’s Sharad Devarajan, and POW Entertainment founder Stan Lee...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Untitled-1_26.jpg?itok=Xk83DILP
Neeraj Roy elected as IAA India chapter president

The India Chapter of International Advertising Association has elected Hungama Digital Media CEO Neeraj Roy as its president.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Untitled-1_1.jpg?itok=fwyfOMMp
Salman endorses 'fully fantastic' Dixcy

Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Swachh%20Bharat.jpg?itok=TacDOT_p
Swachh Bharat Week: Sachin, Amitabh lead promotional videos

NEW DELHI: A series of promotional videos promoting the idea of constructing toilets in every household in the country was released by the prime minister Narendra Modi. The government is celebrating the Swachh Bharat Week, from September 25- October 2.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories