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How BTS McDonald's Meal was a Global Success.

Today we created a video covering 3 marketing and branding elements that made BTS McDonald's Meal A Global Success.

Hi friends! Today on Asian Food Nerd: The Business Behind Food Brands,
we reveal Secrets to McDonald’s BTS Meal Global Success.
According to Guiness World Records, BTS holds the record for the most Instagram followers for a music group.
They had 60,151,959 followers on the famous social media platform as of February 2022 making them one of the most-watched music groups in the world.

Make sure you stay till the end for our 3 Takeaway Secrets to guarantee collab success. You never know, you might have your very own McDonald’s collab one day.

McDonald’s has collaborated with numerous music celebrities including Travis Scott and Saweetie’s.

The big difference is that McDonald’s implemented a global gigantic launch. The launch started on May 26, 2021 in the United States.
McDonald's sold its much-anticipated "Famous Meal" in collaboration with Korean music sensations BTS.

The BTS Meal, includes a 10-piece McNuggets, medium fries, medium Coke, and, for the first time in the United States, Sweet Chili and Cajun dipping sauces based on popular dips at McDonald's South Korea.
This was made available in around 50 different markets across the world.
I actually tried the BTS meal in Hong Kong and liked it. The tangy spicy sauce made Asian Food Nerd’s palate sing.

McDonald's has teamed with the K-pop superstars on a line of limited-edition apparel, which includes T-shirts, sweatshirts, flip-flops, as well as more unusual products like a robe and an umbrella, following in the footsteps of its Travis Scott campaign deal.

Thanks for staying with us till the end, here are the 3 main secrets we learned that will guarantee you success when you have your on McDonalds meal one day.

#1 Give the Super Fans Air Time

Harnassing user-generated content is key.
Contents from super fans bring instant authenticity and builds fan momentum instantly.
Despite the fact that it was not part of McDonald's strategy, the McDonald's x BTS collaboration has demonstrated the power of user-generated content in marketing.
BTS fans from all around the world attempted to save the BTS Meal packaging. Many people have tried to sell their cleaned BTS packaging on eBay, Carousell, and Shoppee, among other online marketplaces.
Many people around the world have come up with inventive methods to convert BTS Meal packaging into useful objects. josiah chua, a Singaporean artist, made special BTS Meal sneakers out of the box, which even has a pocket for nuggets.
On Tiktok and Instagram, many fans shared their repurposed BTS Meal goods, including keychains, earrings, and necklaces.
Many of these repurposed packaging videos and photos rapidly went viral on social media. The TikTok video of “at taegisupv's BTS keychain has 1.2 million likes.”
These BTS fan-made videos also assisted in the marketing of the meal and inspired other fans to make their own BTS Meal packaging. Non-BTS fans who were previously unaware of the
partnership were inevitably made aware of it as a result of the huge hoopla around package reselling and repurposing.

#2: Bring the WOW factor to existing products
McDonald's added value to existing components such as their mobile application, food packaging, and current menu options rather than inventing a product that would solely appeal to BTS fans.
The BTS Meal was an experience for BTS fans that included in-app material featuring BTS that was pushed out over four weeks.
McDonald's produced customized BTS packaging in the characteristic BTS purple for the meal instead of standard packaging.
The BTS meal was appealing to non-fans because of the two special edition McDonald's sauces that come with the McNugget meal.
Who wouldn't want to know what the McDonald's limited-edition sauce tastes like?

Instead of generating too much exclusivity and neglecting current customers, brands should consider ways to innovate or add value to existing things in order to appeal to both the campaign's target audience and existing customers.

#3 Know Your People In and Out
Have in mind your target audience.
McDonald's targeted fans of the popular K-pop group, keeping in mind their expectations and speaking in 'their language.'
The campaign's concept was inspired by the social media strategies and content types used by the K-pop community, such as teasers and concert tour-themed posts.