McDonald's: Spicy Korean. So spicy, so drama.

A campaign by the fast-food company McDonald’s in Malaysia saw them successfully launch their Korean Spicy Burger through the use of popular Korean soap dramas.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sEntrant company: Leo Burnett Malaysia, Kuala LumpurMedia: OMD Malaysia, Petaling JayaMarket: MalaysiaSector: Restaurants & takeawaysMedia channels: Online video, Point-of-purchase, in-store, Search marketing, Social media, Video on demand, Websites & micrositesBudget: Up to 500k

Executive summary

McDonald's knows the secret to launch successful LTOs (limited time offers). Time and again, it brings new and exciting tastes that excite people to try. But launching the new Spicy Korean Burger was a challenge. Malaysians were very familiar and spoilt for choice with K-foods....

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