'How spicy is McSpicy?' quizzes McDonald's

A viral, a microsite, a QR code and many more...heroes in the campaign for McDonald's new McSpicy range.

Just fifteen days ago, when a customer placed an order at a McDonald's outlet, they were given visiting card-sized slips that simply read 'Coming on 28th March. French Fries' new buddy. Soft Serve's new love. Chicken Maharaja Mac's competition'.

The card carried an image of burger buns with a QR code - a specific barcode readable by dedicated QR barcode readers and smart phones - in between them instead of a patty. The QR code, which was printed across all the pre-launch merchandising elements (in-store and Out of Home) directed the consumer to the site www.myspicy.in microsite.

At the microsite, a rib-tickling viral called the '
The Great Spicy Speculation
', in which the present items such as McVeggie, Maharaja Mac, French Fries, Aloo Tikki, and Coke posed as characters and discussed the new additions in the menu on social networking sites and messenger services as if they were new joinees in an office.

LinkedIn profiles were also made for the new additions, while tickets were also booked for them on a travel website.

The video ends with the message: 'The story gets spicier at www.myspicy.in'. It also routed the viewer to a page by the insecure Maharaja Mac that said 'Website not found - this site has been re-routed to www.i-love-maharaja-mac-more.com. It's much better than this. Besides it's LIVE right now'. People were also allowed to leave their contact details with McDonald's promising to inform them as soon as the new menu was out.

The idea was to promote a new range in McDonald's menu 'How spicy is McSpicy?'

As part of the outdoor campaign, displays in the McDonald's outlets, hoardings, bus shelters and railway stations, carried ads of the pre-launch QR code and the reveal launch ads.

McDonald's rolled out a 10-day pre-launch campaign to build a buzz around the new menu.

The company claims to have reached 2,50,000 people in a span of the ten-day pre-launch campaign and close to another 10,000 views on YouTube for the viral.

Rameet Arora, senior director, marketing, McDonald's India, says, "McDonald's India has made the range available and customised to suit the Indian palate. The new campaign 'How spicy is McSpicy?' takes the experience of 'I'm lovin' it' a step further."

Kiosks have been launched at McDonald's outlets, where once the product was launched, people could pick their option from Too Hot, Too Cool, Just Right.

That's not all; LED hoardings in a few locations continue to carry Live Updates of the people's choice and their pictures, giving them their few seconds of fame.

The company has also tied up with a radio station where RJs will go to McDonald's outlets and ask people about what they think of the new McSpicy range - is it Too Hot, Too Cool or Just Right? The brand will also reach out to students across 50 colleges in Mumbai.

While only two television commercials -- Classical and Opera -- have been rolled out for now, more ads from different musical genres will go on air soon. Furthermore, McDonald's will also invite customers to create their own ad, which will then be uploaded on the McSpicy microsite.

Says Arora, "McDonald's is an over 50-year old company, but is actually getting younger as the company gets older. Youth is a state of mind and is about being in tune, and that is what we have done with this campaign."