McDonald’s Malaysia is riding on the Dubsmash wave for its latest campaign. Dubsmash is a new video messaging app that has taken the world by storm by enabling users to lip sync over audio clips including sections of songs, movies, and famous quotes.
The Big Mac, one of the evergreen favourites at McDonald’s, has always had its hardcore fans. The Big Mac Chant is famous world with its catchy jingle that covers the seven ingredients that goes into the making of the Big Mac.
With this campaign, the iconic chant was given a new twist with the help of agencies OMD Malaysia and Leo Burnett. The activation required participants to submit on Instagram, a Dubsmash version of the original Big Mac Chant accompanied by the #samasamaBigMac. The activation has quickly caught on with McDonald’s consumers with fans entering their videos and winning daily prizes in the Big Mac Dubsmash online contest.
Malaysians are already familiar with the catchy Big Mac chant as it was in the recent TVC and radio commercials. This ensured that it was in the audiences’ top-of-mind recall before the Dubsmash contest.
Contestant’s submissions are through mobile apps supported through a combination of mobile banners that drive fans to the contest microsite. As part of the campaign, winners were handed RM500 as the daily prize along with a limited edition of McDonald’s Nanoblocks collector’s kit.
Wey Tyng of OMD Malaysia said, “McDonald’s Big Mac is known for its heritage and has been around for decades, but this new digital media twist shows that it’s adored by the younger crowd as well. The activation is reinforcing the ties of consumers to the McDonald’s brand.”