Case Study: How McDonald's created organic Instagram engagement with Instakshari

McDonald's Instakshari - An Antakshari on Instagram garnered over 7L impressions.

A look at how the brand leveraged the launch of Instagram music through a UGC initiative - Instakshari.

Category Introduction

The QSR’s (Quick Service Restaurants) and the casual dining restaurants together constitute over 74 percent of the market and are growing exponentially. The QSR industry has spearheaded restaurant trends such as expansion to small cities in India, and different formats such as dine-in, in-mall outlets, and drive-thrus, which has provided the customers' easy access to eating out.

Brand Introduction

McDonald’s believes in making and serving delicious feel-good moments across consumer touchpoints. On social, the brand creates awareness and consideration for the variety of products available and creates moments that lead to engagement and makes one feel good.

Campaign summary

The launch of Instagram music became the most talked about thing on the internet - with fans and brands using it obsessively.

McDonald's jumped onto the trend by dedicating songs to the food on the menu - from Kuch Kuch Hota Hai when we see a burger to Is This Love when it comes to our Fries. The brand saw people pouring in with their own songs to show love for our food.

To amp the fun quotient and add to the frenzy, 22feet Tribal Worldwide, the digital agency partner to McDonald’s, decided to play Instakshari; an Antakshari on McDonald’s Instagram handle.

Also read: Case Study: Leveraging IPL for BFSI sector

Objective

To drive engagement and create topical content around the Instagram music feature.

Brief

To create feel-good moments on social, it is important to capitalize on the topical conversation. The task was to find relevant moments of intervention to drive engagement and conversation for the brand.

Creative Idea

Since the world of Instagram was conversing in songs after the launch of Instagram music, McDonald's decided to capitalize on this trend with Instakshari – An Antakshari on Instagram.

Execution

A series of letters were released on the brand's Instagram handle in two hours and the viewers had to comment with songs that start with that letter. Users were made aware of the contest through stories, emailers and push notifications.

20 winners won free fries for a day and 1 mega winner was entitled to free fries for a year!

Results

The brand created close to 7L impressions with 11 posts and 22 stories with an engagement rate of 27% on the posts and a completion rate of 97% on stories. The average engagement rate on Instagram is 15% and completion rate on stories is at 80%

13573 comments were generated which meany 13573 songs were sent in a span of 2 hours.

The content was organically shared close to 1000 times on DMs and stories with 200 mentions on them.

CMO Quotes

Arvind RP, Director - Marketing & Communications at McDonald's said, “ We are absolutely delighted with the response we have got for this activity. We will continue to push creative boundaries to create compelling content to better engage with our consumers.”