McDonald's: Dual Combo on Twitch

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

McDonald's: Dual Combo on Twitch

Serena Lee and Joy Weng

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency 1: OMD TaiwanCountry: TaiwanIndustries: Restaurants & takeawaysChannels used: Online display, Online video, Social mediaBudget: Up to 500k

Executive summary

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

  • The new menu targeted "hunger". But people can eat out easily in Taiwan's market, so where can we find this "hunger"?
  • Besides a fundamental media mix, how can we engage and create buzz with "hunger" ?

After...

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