Leo Burnett Group Malaysia introduces the McDonald’s Big Mac Chant through Dubsmash
In the latest campaign for McDonald’s Leo Burnett Group Malaysia reignited the Big Mac’s popularity by reintroducing the popular Big Mac chant through lip-syncing app, Dubsmash.
The well-known chant was first introduced as a jingle nearly 40 years ago and sings about the seven ingredients that go into making McDonald’s iconic offering: the Big Mac burger.
Titled the Big Mac Dubsmash Chant Challenge, the digital campaign ran for four weeks from 15 October to 11 November and saw a submission of over 1,260 postings. Participants uploaded Dubsmash videos of them performing different music genres of the Big Mac chant onto Instagram, tagging their videos to #samasamaBigMac.
The challenge caught on quickly with the brand’s young fan base as they put their best lip-synching skills on display in the hope of securing the RM500 daily prize and other prizes such as a money-cannot-buy limited edition McDonald’s Nanoblocks collector’s kit.
The idea to turn to Dubsmash for the campaign first came about when Leo Burnett Group Malaysia was tasked to make the Big Mac, an age-old icon, relevant again with the youth.
“We knew we had to elevate the Big Mac chant to become something more than just a jingle on the airwaves. It needed to be reframed to appeal to a new generation of younger, social media savvy consumers. By leveraging on popular online culture, we released the Big Mac chant on Dubsmash, in different music genres. The consumers didn’t only listen to the song–they sang, acted and performed along with McDonald’s,” explained Executive Creative Director Andrew Low..
The campaign marks the first time in Malaysia where a brand has utilised Dubsmash to connect directly with its target audience and to create ripples online. The app is widely popular due to its simple-to-use function that allows room for creative expressions and improvisations.
Eugene Lee, Senior Marketing Manager of McDonald’s Malaysia commended Leo Burnett Group Malaysia for a job creatively done. “Big Mac sales more than doubled as Malaysian customers of all ages jumped on the bandwagon to join the Big Mac Dubsmash Chant Challenge. Big Mac became cool again,” he said.
A compilation of the challenge’s funniest submissions will be uploaded on McDonald’s Malaysia’s official YouTube channel.