A closer look at McDonald's TikTok campaign #BigMacTikTok

How can brands execute marketing campaigns on TikTok? Find out the mechanics and insights of #BigMacTikTok campaign, a collaboration between McDonald's and Tik Tok.

Besides the top social media platforms in Malaysia, there is a popular short video app that marketers should be aware of - Douyin (抖音), or TikTok as known globally outside of China.

TikTok has become hugely popular among youngsters, a platform where users can watch and produce quick videos, aided by music, stickers, animation as effects.

In Malaysia, local influencers have been spotted promoting TikTok this year. Interestingly, we are also witnessing McDonald's being one of the first brands in Malaysia (besides Shopee) to officially collaborate with TikTok via the #BigMacTikTok challenge.

Big Mac x TikTok Challenge: Dance & Win!

Head over to McDonald's microsite to check the contest details. In short, participants are required to shoot and share videos of them dancing to the specific Big Mac tunes using TikTok.

Don't worry if the URL above is no longer available as we have captured a couple of screenshots and information below. Hopefully, this can serve as a guideline or ideas for brands to explore TikTok as a marketing channel in the near future.

What are the #BigMacTikTok challenge prizes?


Big Mac x TikTok Challenge: Prizes

There are prizes worth RM20,000 in total:
  • Grand Prize: RM5,000 cash
  • 2nd Prize: RM3,000 cash
  • 3rd Prize: RM2,000 cash
  • Special Prizes x 5: RM1,000 cash each
    • Best Solo x 1
    • Best Group x 1
    • Most Creative x 1
    • The Funniest x 1
    • Judge's Favourite x 1
  • Consolation Prizes x 50: RM100 McDonald's Voucher each
The best part is, everyone is a winner with 1 free Big Mac with every valid entry.

How to join the #BigMacTikTok challenge?


Big Mac x TikTok Challenge: How to Join? (on website)

If you refer to the screenshot above, there are a total of 15 steps listed on McDonald's website! However, this is a comprehensive step-by-step guide for users who are new to TikTok.

Big Mac x TikTok Challenge: How to Join? (on app)

For those who are already using TikTok, the guideline is simpler:
  1. Select your preferred Big Mac song
  2. Record a TikTok video of you dancing to the Big Mac Chant
  3. Post it on your TikTok and IG/FB with hashtag #BigMacTikTok
  4. Make sure your accounts are set to "Public"
  5. Copy the video link and submit your entry(ies) on the McDonald's App
  6. Stay tuned for a verification email within 3 business days

#BigMacTikTok challenge banner spotted in TikTok app


Big Mac x TikTok Challenge: Banner in TikTok app

As you can see above, #BigMacTikTok challenge banner is spotted under the search / explore tab of TikTok app. This is highlighted to all Malaysian users as TikTok is showing content based on the user's country location.

As opposed to YouTube Masthead (Google's version of digital billboard) which advertisers can pay and book, this is a prime inventory limited to collaborating brand partners for now.

If you look closer to the #BigMacTikTok trending hashtag section above, there is a whopping 5.9M counter spotted. While we are not too sure what does it mean but our best guess would be the number of views accumulated under this hashtag.

Whatever it is, there is a massive brand engagement created for McDonald's.

#BigMacTikTok challenge participating videos


Big Mac x TikTok Challenge: Participating videos

In order to view the participating videos, you can click on the #BigMacTikTok hashtag and the videos will be listed like above.

You can sort the video by "Hot" (most popular) or "Time" (most recent). Without using the app, you can also browse the Instagram hashtag and watch some of the participant's videos.

There are a total of 306 Instagram posts tagged with the #BigMacTikTok hashtag at the time of writing, with 2 more days to go before the contest ends.

Let's investigate further in the next section on the number of entries.

How to post video & select #BigMacTikTok sound?


Big Mac x TikTok Challenge: How to select sound?

In case you didn't know, every TikTok video must go along with a catchy tune! Tap on "Pick a sound" when you are ready to record a new video, and a screen like above will be shown.

You can start by choosing from a list of #BigMacTikTok sound available. If you can't see these, just tap on "Challenge" to filter the sound list.

The song library can't be bought and seeded by the advertisers, similar to the banner we explained earlier, it seems to be only available to collaborating brand partners at the moment.

On another note, if you pay attention to the "number of times used" under each sound, we can estimate a total of (677+140+97+161+72=) 1,147 entries at the time of writing (on 29 Oct).

How to submit a #BigMacTikTok entry?


Big Mac x TikTok Challenge: How to submit entry?

After shooting the catchy video, users are required to submit their entries via the McDonald's mobile app, web browser submission is not made available though.

This is somehow tedious but obviously, McDonald's intends to boost its mobile app installs and usage from this campaign.

Brands and TikTok are both winners (双赢)


Besides driving its mobile app usage, McDonald's reap great benefits from this campaign by getting so many youngsters to dance to its Big Mac tune, the type of engagement you can only get via short video app like TikTok.

This is also a win for TikTok by collaborating with massive consumer brand like McDonald's, to acquire new users at the same time boosting app usage here.

If you are interested to run a campaign on TikTok and boost your brand among the younger audience, contact us now!

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Silver Mouse: A closer look at McDonald's TikTok campaign #BigMacTikTok
A closer look at McDonald's TikTok campaign #BigMacTikTok
How can brands execute marketing campaigns on TikTok? Find out the mechanics and insights of #BigMacTikTok campaign, a collaboration between McDonald's and Tik Tok.
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Silver Mouse
https://blog.silvermouse.com.my/2018/10/a-closer-look-at-mcdonalds-bigmac-tiktok-campaign.html
https://blog.silvermouse.com.my/
https://blog.silvermouse.com.my/
https://blog.silvermouse.com.my/2018/10/a-closer-look-at-mcdonalds-bigmac-tiktok-campaign.html
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