In February 2019, Mcdonald’s wanted to generate the right awareness and engagement of their Spicy McChicken product – promoting the LANGUAGE OF SPICY.
On Anghami, the brand leveraged the power of music and content creation by working with a network of uprising and influential talents across the GCC to promote the LANGUAGE OF SPICY.
Anghami wanted to turn musical content into trending and viral social topics that everyone engages with.
Anghami worked with independent musicians from the Arab World, the real trend-setters, to create a viral competition around consumers and fellow musicians promoting the Language of Spicy and the McDonald’s Spicy Chicken range.
Teaser – #SpeakSpicy Challenge
Anghami created hype and built awareness around the Language of Spicy, artists used their social platforms to create short videos introducing the language of spicy, and asking their friends to join the movement.
Revealer – Introducing the Spicy Burgers
Artists announced the collaboration and introduced the spicy burgers they are eating while singing their freestyle music.
Artists also participated in in-store activations and recorded a video to encourage people to come and participate too.