McDonald's announces the launch of the McSpicy burger onto its menus for a limited time offer, with a new blisteringly hot ad campaign that invites customers to engage on social in … read moreone of the most hotly debated dinner table discussions: how spicy is it? The campaign, created by Leo Burnett, plays on the subjectivity around how spicy food is by encouraging people to take part in a #McSpicyDebate. Customers can rate the spiciness of the hottest new addition to Maccers’ menu on social by selecting one of four spice tribes they belong to: ‘A lil’ kick’, ‘Pretty spicy actually’, ‘HOT, HOT, HOT’ and “My mouth’s on FIRE!”. In media planned and bought by OMD, dynamic OOH will pull live results from national and regional Twitter polls into panels dotted around the country, giving consumers an insight into the leading spice tribe. Digital OOH panels will also be adorned with user generated Tweets, further showing consumer opinions on the McSpicy. The campaign will also be served on display, social and app – including a McSpicy Snapchat lens and its own custom emoji and GIFs developed by Leo Burnett, so people can have fun interacting with the campaign. OMD has also brokered a social content partnership with LADbible, featuring those who’ve put their tastebuds to the test and tried the McSpicy for themselves.
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