Spikes Asia

The #BurgerEmoji Flip

LEO BURNETT INDIA, Mumbai / MCDONALD'S / 2018

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Overview

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Credits

Overview

Background

One fine day, burgers were suddenly front page news in India, thanks to Sundar Pichai joining the #BurgerEmoji debate. People across the country were wondering where the cheese should ideally go- above the patty, like in the Apple emoji or below the patty, like the Google emoji. However, where people saw cheese, we saw an opportunity. McDonald’s was the brand that introduced India to burgers in 1996. But in the recent years, from cafes to Indian snack brands, restaurants on every street had started serving burgers. So, we found a way to end this burger debate and in doing that, re-establish McDonald’s as the one true burger restaurant in the country, all before the day ended.

Execution

The world wide web was buzzing with the #BurgerEmoji debate at the time but as they say, the internet’s memory can put a goldfish to shame. We knew that we had to move quick. We conceptualised, executed and released the video in a matter of hours. It was initially released across our social media channels- on Twitter, Facebook and Instagram, but this campaign gained immense momentum when it was picked up by key marketing blogs and fan pages. All of this was entirely organic- not a single dollar was spent. The overwhelmingly positive response to the video made it clear that we had re-established ourselves as the one true burger restaurant, in all of one day.

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