Malaysians are fanatical about their spicy foods, and their pursuit for ‘the spicier the more delicious’ serves as a de facto badge of honour. So when @McDMalaysia introduced the limited edition Ayam Goreng McD 3X Spicy back in 2019, the country couldn’t get enough of the burn. Now, three years later, many Malaysians still reminisce about the hyper-spicy fried chicken and request its return.
To fully lean in to the audience’s craving for the 3X Spicy, the fast food brand launched the campaign hoping to leverage organic posts from real fans rather than simply promoting it in the usual linear fashion.
By listening to the needs and wants of its highly engaged fan base on Twitter, @McDMalaysia team knew that they had a prime opportunity to bring back a product that their audience was craving - the 3X Spicy Ayam Goreng. In response, @McDMalaysia teased out the audience's interest by posting a single Tweet calling for people to Retweet it as an expression that they also craved and wanted to bring back the product. The Tweet gained incredible traction and was picked up by food and lifestyle publishers as well as KOLs. In follow-up posts, @McDMalaysia rallied further excitement by telling 3X Spicy’s fervent fans that “Since you asked for it, you get it.”
When it was time for the big relaunch, multiple Twitter Takeovers were deployed to reach the masses. Similarly, a Carousel Ad contributed by further drumming up excitement for the product and reiterating the extreme spiciness of the highly anticipated dish.
Finally, in the reinforce phase, @McDMalaysia drove purchase intention through the Website Card. At the same time, Amplify Pre-Rolls were also rolled out so as to leverage premium publisher partners in the entertainment and food categories, amongst others, in order to reach audiences who were most likely to be excited about the 3X Spicy Ayam Goreng McD.
By combining multiple #OnlyOnTwitter ad formats, @McDMalaysia reached their objectives of reaching as many consumers as possible and driving website clicks - and earned them some seriously spicy street cred.