McDonalds is one of the most successful brands in the world. They are smart with their branding and advertising, there has been backlash in the past at how they have infiltrated certain markets.
But is this too much?
Has the credibility of the Artist gone? Did he ever have any?
“I had my eyes on a prize, a Maccas lamb burger and a fries on the side.”
McDonald’s has taken a bold step into branded entertainment, producing a music video about its new lamb burger.
The song uses former X Factor finalist Johnny Ruffo and the current series’ contestants with a song called ‘Getting Serious’.
The dance-based R’n’B tune aired last night in a commercial break for The X Factor in a 60-second version, with an extended mix to be used through anintegrated campaign by OMD.
The campaign comes a year after McDonald’s launched paid-for documentary McDonalds Gets Grilled by OMD, UM and production company WTFN, which aired on prime time on Seven, and the return of series It’s A Knockout, which aired over last year’s summer ratings break on Ten.
The song has been supported with behind-the-scenes footage as well as a competition on The X Factor website asking fans to vote for their favourite lyrics to be used in the song.
Lyrics include: “I want to hold you with both hands and put my lips on you,” and “I had my eyes on a prize. A Maccas lamb burger and a fries on the side.”
Joanne Liddel, head of OMD Fuse Sydney, who manages McDonald’s sponsorships and integration, said: “Like The X Factor show, McDonald’s has a broad family appeal and is not afraid to have fun! This is exactly what we’ve done with Johnny’s ‘Gettin’ Serious’ song, it’s tongue-in-cheek, high energy with a high production music video that we believe will entertain The X Factor audience.”
“Following the unprecedented success of last year’s ‘Back by Popular Demand’ campaign, it was vital we evolved McDonald’s established sponsorship of the show with engaging and consumer focused content,” she said.
The McDonald’s YouTube channel includes behind the scenes footage.