McDonald’s FlavorBattle

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Super Genius was tasked by McDonald’s with developing the social media strategy and copy for one of their most successful young adult promotions – the McDonald’s Flavor Battle (think American Idol for DJs. Live & Online). McDonald’s has one of the world’s most social brands – over 800K Twitter followers alone – and they don’t take it lightly. We not only created a hard hitting social media strategy and plan, we wrote the social media copy and creative for much of the actual social messaging delivered by the celebrities and participants. And we planned the delivery and timing of those social messaging to drive consumer interest and participation across a variety of social media platforms.

We were fortunate to collaborate with a handful of other McDonald’s agencies in making this edition of FlavorBattle the most socially successful yet. It’s a mammoth undertaking and the resulting social conversation is pretty remarkable. Here are a few headlines:

10,253 total social media posts
9.651 tweets
Approximate reach of 171,963,394 Twitter users
Continuous messaging from @McDonalds
Messaging at local level from field McD handles
Online viewership up significantly this year to 50,584 (a 271% increase vs. last year)
7,769 posts occurred using the dedicated hashtag, #FlavorBattle.

Client / McDonald's USA

Project Date / May 13, 2012

Project Role / Social Media Agency