The launch of Instagram music became the most talked about thing on the internet, with fans and brands using it obsessively. McDonald's jumped into the trend by deciding to play Instakshari; an Antakshari on McDonald’s Instagram handle.
The campaign was executed by 22feet Tribal Worldwide.
As part of the campaign, the fans dedicated songs to all the food on its menu — from ‘Kuch Kuch Hota Hai’ when we see a burger to ‘Is This Love’ when it comes to the fries. The brand saw people pouring in with their own songs to show love for our food.
With Instakshari, the brand and the agency decided to add a few moments of fun to liven up their boring/ tiring day. A series of letters were released on the Instagram handle in two hours and all one had to do was a comment with songs that start with that letter. The big prize? 20 winners won free fries for a day and one mega winner has been entitled to free fries for a year.
The brand received 10X more engagement on every content piece published. The activity created 7lakh+ impressions and generated 13,000+ comments for songs across 11 letters — all this in two hours.
Arvind RP, Director, Marketing and Communications at McDonald's, said, “We are absolutely delighted with the response we got for this activity. We will continue to push creative boundaries to create compelling content to better engage with our consumers.”
video capture of Instakshari:
Credits
Agency: 22feet Tribal Worldwide
Content: Vivek Bhatia, Simran Kulkarni, Dhruvi Pandya, Deepshikha Mishra
Account management: Gatlin Raberts, Sonali Savla
Analytics: Prateek Vora
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