Are we really thinking highly of McDonald’s BTS meal and Saweetie meal work? Tell me why they’re good. Just because it came from W+K?

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It’s good work because it embraces people’s individuality and applies that to the product. It also gets you to see their menu items in new ways. McDs used to constantly innovate with new items for the same reason,,,”Come here to try this new thing.” With this approach they kill two birds—celebrate their customers AND give people a new reason to stop in.

It’s good. And only Widen could do it because they understand how to mine culture, respect culture and create culture.

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It’s simple, fun and not totally white.

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Those new executions are under the same strategy as the Travis Scott meal campaign. The concept is simple, powerful, and effective. Travis Scott campaign literally broke the supply chain, it made McDonald’s sold out everywhere(!!!), doubled sales in the first week, grew sales by 10% in four weeks, made $50 million in incremental revenue, soared stock price by adding $10 billion to McDonald’s market cap.

From the brand perspective, they don’t need to anything, this is purely branding work, no changes of products or service, so zero or little extra product development fee, why not?

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i don't think its the most creative or interesting thing W+K could've come up with for mcdonalds but it sure was super effective and at the end of the day, that's what advertising is for right?

compare it to burger king: despite how buzzworthy the advertising is, no one wants to eat burger king still 😅

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This doesn’t answer your question directly, but I hadn’t had McDonald’s in over a decade until I saw the Travis Scott meal spots. Don’t ask me why, but my friend and I had to get it.

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Feels so much more like PR than advertising. It’s creative to reshape the McDonald’s menu using their existing items. The look and feel is fun and distinct from McD VisID. It’s effective, but not much of a concept behind the work.

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PR is advertising. PR agencies are what “Digital agencies” once were. They are just going to become obsolete as the lines blur more and more.

I’m pretty sure they’re good because they actually sell lots of McDonald’s and the engagement numbers have been record breaking. A quick googling shows sales increased by the double digits, that’s billions of dollars.

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It’s just a nice, simple insight: everyone eats their McDonald’s differently. And the way it’s brought to life with different celebs is a nice way of tapping into culture. Feels like it’s celebrated as much as it should be.

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