McDonald's India was facing the challenge of having too many players to compete with in the premium burger segment and they wished to revive interest in their offerings.
The idea was to empower people and give them a chance to make a menu decision. While this induced trials for the new Indi-McSpicy burger, it also activated the classic McSpicy lovers and put them on a mission to save their favourite burger.
To add to the buzz, the voting activity on the microsite was complemented with activities on other social platforms and users got a chance to voice their support in a lot of creative ways.
The biggest reason why this campaign worked was because it had the perfect balance between creative activities that helped in generating buzz on social media and the tactical communication that helped in getting trials and increasing sales for the brand.
