Pink Aqua Modern Kpop Style Instagram Post
The BTS McDonald’s campaign in the summer of 2021 took over the internet. Everyone I knew posted themselves getting the 10-piece nuggets with the hashtag #BTSMEAL. What separates this meal from other McDonald’s collaborations such as with Travis Scott in 2020, is its unique sauces. The Travis Scott meal was built upon what was already served at McDonald’s, a quarter pounder with bacon, cheese, and pickles. The BTS meal, however, had limited edition packaging, purple, which strayed from McDonald’s signature red and yellow. The drink, bag, and box all had the BTS logo with the unique lilac purple colour. Later, fans would recycle this packaging to make key chains, book covers and phone cases. Also, the biggest factor that separates this apart is the dipping sauces. Sweet Chilli and Cajun sauces that received a lot of hype and attention within the BTS army (fans) as well as got new audiences to try. The owner of her sustainable beauty store, Jaydees Naturals, spoke about crafting content. She states social media platforms are a free marketing tool in order to expand your reach and target your audiences. Posting successful videos of you trying the product, interests your viewers to want to partake and try as well. She states to jump on trends and brings up social media takeovers such as hashtags like Black Lives Matter hash tag or Christmas.
The #BTSMeal took over TikTok with videos of people trying the meal and sauces and posting their reactions to the look. What made this content viral was the positive content that made people happy. People thought the campaign was fun and the packaging colour design visually appealing. BTS meal content was simple and easy to follow (very light-hearted) which people wanted to participate in.
From the readings, Buffer states that capturing your audience’s Attention, Interest, Desire, and Action leads to successful messaging (AIDA). Content gives awareness such as the hashtags, and the actions taken (audiences going to buy the meal) relate to how well you have catered to hook your audience for action. Harvard Business School states to make content viral, your brand needs to research and tie your brand to an emotional message. With BTS, the meal inspired joy and curiosity to gain interest.
