Performance Marketing

How McDonald's Altered Its Strategy for the BTS Meal and Broke Its Social Engagement Records

Two saucy, buttery collections closed out the month-long campaign

bts x mcd — McDonalds' strategy for the BTS meal focused on 'creating longer-term value for the brand versus simply shorter-term promotional content,' said marketing vp Jennifer Healan.McDonald's

By Jess Zafarris

Last week, to close out the promotion of its widely hyped BTS meal, McDonald’s released not one, but two new lines of merchandise to accompany the collaboration with the wildly popular K-pop band.

The “Saucy Collection” included tees, a tote, keychains and cushions adorned with anthropomorphic doodles of burgers, fries and other McDonald’s treats, hand-drawn by the band members themselves. Meanwhile, the “Melting Collection” included apparel including pajama pants and tees, as well as totes and travel items.

The

Jess Zafarris

Jess Zafarris is the director of audience engagement at Adweek.

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