As Featured In 특별출연
McDonald's launched a global campaign as the second installment of its Famous Orders series—known for collaborations like the BTS Meal and Travis Scott Meal. This campaign was adapted and localized in Korea as a brand affinity initiative.
Role
Brand Manager
Regional Project Lead
Agency
Wieden+Kennedy New York
Leo Burnett Korea
Brand
McDonald’s
Year
2023
Famous order: the world’s most famous brand.
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Famous order: the world’s most famous brand. *
We all have our own McDonald’s moments.
McDonald’s, the cultural Icon
As Featured In campaign is a global initiative by McDonald’s that celebrates its presence in pop culture through iconic film and TV references. As a brand manager leading the campaign, I applied creative concept ideas to adapt the campaign for the Korean market, ensuring its visual and strategic elements resonated locally.
Nudging customers with fan truth contents.
Strategy for local was to focus on McDonald’s fans, encourage fans to create and share their experiences, with fan truth, thereby optimizing campaign efficiency and effectiveness.
To inspire people to reflect on their “McDonald’s moments," we looked into online conversations, customer behaviors, and their emotions. From this, we created unpolished and humorous "fan-truth" memes
Meme content outperformed expectations, generating 8.6 times more Likes and 10.6 times more Shares than non-celebrity content, and 2.2 times more Likes than the yearly average.
The series went viral across Korea, garnering attention from marketing magazines and popular social media creators.