McDonald's: Dual Combo on Twitch

This case study describes how fast-food giant McDonald's partnered with online live webcast platform Twitch, to launch its Dual Combo menu in Taiwan.

Campaign details

Brand: McDonald'sBrand Owner: McDonald'sLead Agency: OMD TaiwanCountry: TaiwanIndustries: Restaurants & takeawaysMedia Channels: Online video, Online display, Product placementBudget: Up to 500k

Executive summary

In 2016, before McDonald's Taiwan was about to launch its new menu, "Dual Combo", we were confronted by two challenges.

  1. The new menu targeted "hunger" but people can eat out easily in the Taiwanese market, so where could we find "hunger"?
  2. Besides the fundamental media mix, how could we engage and create buzz with "hunger"?

After analysing the ads which communicate with...

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