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
Brand
McDonald’s
Agency
Wieden+Kennedy New York
Leo Burnett
Year
2023
Key Deliverables
TVC (15” 30” 60”)
Social Media Content
Merchandising & Package
In-Store Design
Famous order: the world’s most famous brand.
Famous order: the world’s most famous brand.
TV Commercial (60”)
Beloved cultural icon
Beyond food.
The Challenge
The campaign aimed to boost brand affinity and loyalty among McDonald’s fans while supporting sales targets. Although fans recognize McDonald’s cultural significance, conventional campaigns often fail to fully engage them. As a global icon beyond food, McDonald’s evokes personal memories and emotional connections. The goal was to inspire fans to reflect on their own McDonald’s moments.
The Approach
As project lead, the global “As Featured In” concept was localized with Korean cultural nuances and supplemented with meme content to maximize engagement. By analyzing online conversations, customer behaviors, and emotions, we developed humorous, unpolished memes that resonated with real fan experiences. Content was delivered across multiple channels and throughout, the brand’s friendly, witty, and warm global tone was adapted to fit Korean digital culture.
The Results
The campaign was executed across various touchpoints: TV, in-store visuals, digital out-of-home ads, social media posts, package design and viral meme-led short videos. Meme content achieved approximately 9.6 times higher engagement than average, becoming a nationwide viral success and attracting attention from marketing media and creators. This strengthened McDonald’s position as a globally iconic yet locally beloved brand through authentic fan storytelling and emotional engagement.