"Dialect" burgers, spicy!

On March 25, McDonald's launched a "dialect flavored" promotional video, which coincided with the launch of an unlimited $9.99 McSpicy Chicken Thigh Burger for members. 

As the best-selling burger in the history of McDonald's, an average of four McSpicy Chicken Leg Burgers are sold every second. However, facing the Chinese market, where food culture and habits are full of regional differences, the McSpicy Chicken Leg Burger is a burger that was created in 1999 specifically for Chinese stomachs.

Dialect, as the historical precipitation of Chinese regional culture, is the tension of a city's life, and the belonging of a side of the people can be immersed in the perception. 180 Shanghai creative team discovered through social media that each of the Chinese culinary culture has its own spices, but only this Mai Spice "unifies" all the spices, and people in each place are also expressing their love for Mai Spice in dialect. The people of each region express their love for Mai Spice in their own dialects.

Creativity, Scenarios, Data

"Be cool!" "Whiney!" "Great!" "Mao delicious le!" ...... a variety of vivid and grounded dialect expression, is the most recognizable voice heard by the local people, in the Internet economy developed today, the virtual experience of the immersive scene to bring the creation of a consumer environment encompassing the dimensions of space-time and geography, the dialect as a soft cultural symbols, is an essential key factor in the immersive scene of the city's culture! The essence of McDonald's "Dialect Road" is to integrate people's unique regional character and linguistic cognition with the brand, which inadvertently enhances the brand's identity and recognition.

So, 180 creative team had this idea, let the people in different parts of the country, there are dialects to express "want to die of this Mai spicy", 7 dialect versions of TVC and 30 versions of outdoor scene ads, through the jittery voice, sina, tencent, aqiyi and other media platforms directed to the country's 56 large and medium-sized cities, with a more close to the local life of the language and culture to the Chinese stomach like Mai spicy to everyone! The advertisements are targeted to 56 cities in China through media platforms such as Jinyin, Sina, Tencent and Aichiye, using the language and culture that is closer to the local life and delivering the Mai Spice that Chinese stomachs love to everyone!

1. Beijing

2、Chengdu

3、Hangzhou

In the digital era, the core of 180's marketing is to create comprehensive marketing solutions in cross-media communication with innovative thinking - integrating creativity, scenarios and data. Focusing on the three keywords of creativity, scene, and data, and in response to the needs of users' consumption behaviors, 180 allows high-quality creative content, in the right scene, to accurately reach the target users.