McDonald's: Dual Combo on Twitch

McDonald's, the fast food chain, found a niche 'hunger' to serve in Taiwan by targeting live webcast viewers when it launched a new menu.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency: OMD Taiwan, Twitch Country: TaiwanIndustries: Restaurants & takeawaysMedia channels: Product placement, Online displayBudget: Up to 500k

Executive summary

In 2016, before Taiwan McDonald's launched its new menu "Dual Combo" it faced two challenges:

  1. The new menu targeted hunger, but people can eat out easily in Taiwan so McDonald's needed to find a specific hunger to meet.
  2. Besides the fundamental media mix, how could we engage and create buzz around "hunger"?

After analysing advertisements which also focus on hunger and holding the focus...

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