When one of the world’s most loved restaurant chains wants to celebrate an anniversary, plenty of die hard fans turn out to celebrate. McDonald’s® Italy sought to engage with millions of people for the 20th anniversary of its Crispy McBacon®, and turned to TikTok to reach them.
To give the Crispy McBacon® the anniversary celebration it deserved, McDonald’s® launched a Branded Hashtag Challenge called the #CrispyChallenge, with all videos housed in a central “challenge page.” The challenge was created to the notes of the Crispy McBacon® Song, a song dedicated to the 20 years of Crispy, written by McDonald's® together with its Crispy Lovers. All users had to do was to follow a hook step routine or create their own to celebrate one of the nation’s favourite burgers. Simple – but unbelievably effective.
As part of the Branded Hashtag Challenge bundle, McDonald’s® also ran three additional branded solutions; a TopView (dominating the screen upon app opening), One Day Max and Brand Premium In-Feed Ads, which are guaranteed to show within the first selection of videos a user sees in their For You feed. All three of these turbocharged exposure and drove even more users to the challenge page.
The creative was also smart, hooked on an existing TikTok trend – dance routines. To cap it off, McDonald’s® also used a suite of popular Creators to launch the challenge too, giving the numbers a huge initial boost.
While the campaign ran for just eight days, the challenge surpassed expectations on all accounts, reaching its objective with ease. It drove 228 million video views and 193,000 video entries, from over 75,000 community creators. The campaign also generated a whopping 13.81% engagement rate, showing that the community were all too happy to celebrate their favourite burger.