McDonald's new range of Spicy Delight creates social media wave

McDonald's in India have always adapted to its customers in every way possible. From having a customized menu to suit the taste buds of the Indian sentiments to positioning it as an affordable fun place. Now with the introduction of their new range of McSpicy products in India called "Spicy Delights', McDonald's have embraced technology and social networking sites in a whole new level, keeping up with the changing times.

Talking exclusively to Adgully, Rameet Arora, Sr. Director, Marketing ' McDonald's India said, " In the McSpicy range, we have introduced four new products which are McSpicy Chicken Burger, McSpicy Paneer Burger, McSpicy Chicken Wrap and McSpicy Paneer Wrap. Whenever we launch a non-vegetarian option, we make sure there is also a vegetarian option specifically here in India."

These are products from McDonald's core global menu, but tailored to the Indian palate. Since its launch in 1996, this is the biggest product range introduction in the market. Before this, Happy Price Menu was launched.

Talking about the marketing strategies, Arora said that it would be a mix of TVCs, print, outdoor, virals and in-store promotions.

For the very first time, the fast food chain has incorporated social media extensively in this campaign. The campaign kick started with a viral. Before the launch of this new range, McDonald's had hinted for weeks on its website that customers could anticipate for something huge. There was even a YouTube video called "The Great Spicy Speculation' on its local Facebook page, which was prompted by the teasers. QR codes were printed on all pre launch merchandising elements wherein customers scanned the code and was taken to www.myspicy.in and one could download the viral. The customers could see the Viral as well as reactions of existing products on being told that 4 new joinees would be joining the McDonald's menu

This was another website which initially showed the same video to the viewers and now showcases the new products with lively Indian music. The social media pages also allowed customers to discuss how spicy "spicy' was and interact with each other.

Talking about post launch strategies, Arora further added, "Approximately 2,50,000 people visited this microsite. Customers who choose a McSpicy product will be invited to share their experience via webcams placed at our restaurants and they can rate the products on how spicy they are. These results along with the customer picture will be displaced on the screens inside the restaurant and on McDonald's Website. This will be LIVE. The scores will also be updated live on OOH panels. A massive TV campaign across all regions in GEC & regional channels would support the launch. Major AD's will be during the IPL matches. Ad's would also be there on Radio."

"We have taken technology to the next level. How we allowed people to express themselves and that's the power of technology and social media. We have gone mass scale. I am happy that McDonald's is a pioneer and continues to be a market leader," he further explained.

Arora explained that today engagement is very important and it leads to conversation. It is necessary today to have a platform where people can express themselves and it is good for the brand to know what's on their customers' minds. | By Janees Antoo [janees(at)adgully.com]

This campaign has created waves in the social media and is considered to be a social media tutorial.

Burgers - a la carte Rs.89/- & meal Rs.149/-

Wraps: a la carte Rs.119/- & meal Rs. 179/-.