McDonald's: Spicy Korean. So spicy, so drama.

A campaign by the fast-food company McDonald’s in Malaysia saw them successfully launch their Korean Spicy Burger through the use of popular Korean soap dramas.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: Leo Burnett Malaysia, Kuala Lumpur Media: OMD Malaysia, Petaling Jaya Market: Malaysia Sector: Restaurants & takeaways Media channels: Online video, Point-of-purchase, in-store, Search marketing, Social media, Video on demand, Websites & microsites Up to 500k

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