Interest in Korean culture has skyrocketed in recent years globally. Millions of people around the world listen to the music, see the productions and consume the products that are born in the Asian country. A trend that McDonald’s Spain is now taking advantage of to launch a new hamburger on its menu and an entertainment proposal with which it aspires to become a cultural phenomenon.
“It is a burger designed to bring the taste of Korea”
The burger chain has launched McCrispy Korean BBQ, a burger that pays tribute to one of the star dishes of Korean cuisine, fried chicken with barbecue sauce. In a statement, he defines the new product as “a burger designed to bring the taste of Korea directly to consumers’ homes” and “a complete sensory experience that fuses the intensity of Asian gastronomy with the differential texture that characterizes the brand”.
Ensures that a product “so dramatically crunchy” deserved his own K-Drama. That is why he has created, together with the creative agency TBWA Spain and the production company Zissou, “Love at first crunch”, a digital miniseries that emulates the aesthetics and narrative of Korean dramas. The story develops over three installments in which the crunch of the batter is the protagonist, and around which plots of love and friendship are orchestrated.
The chapters will be available on the social networks and digital platforms of McDonald’s Spain. From reason.Why We have been able to preview the first episode, in which drama and comedy mix and a romance between the protagonists begins to emerge:
“Love at first crunch” reflects the company’s ambition for innovation, both in product development and communication. “We know that crispiness is the determining factor for the chicken lover and that is where we want to position ourselves as a brand. With ‘Love at First Crunch’, McCrispy’s crunch stops being an attribute and becomes the absolute protagonist“, commented Álvaro Miguel, Chief Marketing Officer of McDonald’s Spain, in a statement. “At McDonald’s we innovate to connect with the culture and interests of our customers, offering experiences that go far beyond a hamburger.”.
The brand’s intention is to turn the launch into a cultural phenomenon, and to this end it has proposed the marketing strategy as a participatory experience that aspires to transcend traditional advertising. In addition to creating a story around its product, it has launched an initiative for users to share, through the app and social networks, their real stories and, thus, convert their experiences into K-Drama scripts.
In addition, McDonald’s Spain is offering users the opportunity to learn about Korean culture firsthand. By redeeming 100 points accumulated for the purchase of products, consumers can enter the drawing for an all-inclusive trip for 2 people to Korea.
