Leo Burnett Malaysia created a new experience for McDonald’s global icon, Big Mac and threw the Internet into a singing frenzy from 13-31 October 2016 with the return of McDonald’s Malaysia Big Mac Chant Challenge. The Challenge was given local flavor with the participation from Malaysian singers Elizabeth Tan, Siti Nordiana, Fuying & Sam, and KeQing.
Leveraging on an integrated digital touchpoint platform to engage with the target audience, Leo Burnett Malaysia’s idea synchronised in harmony with McDonald’s Malaysia’s stance on relying in the power of digital platforms.
"McDonald’s Malaysia strongly believes in the power of digital and mobile to reach our target audiences effectively. It provides the perfect avenue for customers to interact with the brand, which in return drives business results,” said Eugene Lee, senior manager of McDonald’s Malaysia.
Taking the cue from the success debut of the Big Mac Dubsmash in 2015, the contest ran for its second year through an exclusive collaboration with Smule, the leading karaoke application in Malaysia which has over two million monthly active users within the country.
Barry Victor, creative group head of Leo Burnett Malaysia added that the digital campaign was made accessible via other popular social touchpoints such as Facebook Carousel and Canvas, and Instagram in order to engage on a wider range of audience and generate submissions.
Out of the 1,263 verified videos of Big Mac chanters submissions, 16 were shortlisted in the hopes of being the lucky grand prize winner to walk away with the coveted RM10,000 cash prize among others.
“In order to engage with the younger audience, we created the Big Mac Chant Challenge whereby ‘chanters’ would sing the famous Big Mac Chant in their most creative manner. This time, through the collaboration with Smule, users are able to sing a duet together with their favourite personalities that has partnered with us for the contest,” said Andrew Low, executive creative director of Leo Burnett Malaysia.