Spice is subjective. What might be a tickle for one person, is a full on ‘ahhhh my mouth is on fire’ meltdown for somebody else. So, to launch McDonald’s spiciest ever product, the McSpicy, we launched a social first, fully integrated campaign that let the nation cast their verdict on our new product by asking them – how spicy is it for you?
The McSpicy became the hottest ticket in town, performing 180% above projections with hundreds of restaurants selling out within the first week, making this McDonald’s most successful ever chicken promo burger. The #McSpicyDebate generated thousands of PR articles and millions in earned media, going on to become Twitters launch campaign of the year.