Marketers face a steep challenge when introducing a new twist to a classic food item. How do you liven up an old favorite without alienating die-hard fans?
When McDonald's UK (@McDonaldsUK) decided to put bacon on the Big Mac — one of the most iconic burgers in the world — it needed to raise awareness around the launch while sparking a conversation about the change.
To launch the Big Mac Bacon, McDonald's UK, along with their media agency OMD, turned to Twitter to generate awareness and excitement with high-impact, targeted assets that encourage conversation in a language that resonates with their audience.
The most successful launches on Twitter happen in three stages: tease, reveal, and sustain. For the tease phase, McDonald's UK used a “Retweet to Remind” Tweet to drive excitement about an upcoming new version of the Big Mac. It also used a six-second video ad that encouraged people to Retweet to be notified when the burger launched.
When launch day arrived, McDonald’s UK revealed the Big Mac Bacon by promoting a Conversation Card with First View. A First View takeover gets you mass awareness through 24-hour priority access to a person’s first video ad impression of the day in a targeted market. The Conversation Card, boosted by First View, introduced the Big Mac Bacon with a short video and got people debating if the Big Mac Bacon was #StillABigMac or #NotABigMac. The day after launch, McDonald’s helped drive debate by aligning with Premier League’s Transfer Deadline Day - the final day where UK football teams can swap football clubs - and partnered with Harry and Jamie Redknapp to join the conversation.
For the post-launch sustain phase, McDonald’s used Promoted Tweets to retarget people who engaged with its previous posts to drive a higher level of awareness and keep the conversation going.