The wait is finally over as the much-anticipated McDonald’s ‘BTS Meal’ officially went on sale on Tuesday, June 01, 2021, in North and East India. Members of BTS ARMY (the K-POP septet’s fandom community) can now enjoy the McDonald’s celebrity meal that consists of the “go-to” favourites of the band members- 10 Chicken McNuggets, medium fries, a medium coke, along with Sweet Chilli and Cajun dipping sauces.
For the first time in the history of McDonald’s- the world’s largest Quick-Service Restaurant chain, the ‘phenomenal’ global campaign is being launched in over 50 countries. The aggressive marketing campaign by McDonald’s in collaboration with South Korean pop group BTS (Bangtan Sonyeondan) was officially announced in April 2021.
In Asia, the menu “tour” is staggered in stages across 11 markets: South Korea, Malaysia, Philippines, Indonesia, India, Hong Kong, Singapore, Taiwan, Thailand, Vietnam and Macau.
‘The BTS Effect’ indeed, in Malaysia the campaign topped the list of trending topics. The country also saw its delivery app and site crash due to the rush of orders following the McDonald’sxBTS celebrity campaign & the ‘BTS Meal’ debut in Asia.
“Out of the Top 10 Army countries in the world, seven of them are Asian markets,’ Eugene Lee, Regional Director for Marketing Asia at McDonald’s, said, in a statement as per Campaign Asia-Pacific. “We knew the response would be tremendous, but it has been overwhelming so far,” he added.
McDonald’s and BTS have also dropped a capsule collection via the Weverse Shop app that includes purple bathrobes, hoodies, socks and sandals. The burger chain has also flipped its logo to a purple hue (the group’s symbolic colour). Throughout next month the brand will be running weekly BTS content on its mobile app to extend engagement with fans.
The fry box logo will feature seven fries representing each BTS member. A tribute to the BTS Army, for the limited-time offering- McDonald’s paper bag, paper cup and McNuggets case has been redesigned in purple and will feature the BTS logo. The BTS Meal is inspired by popular recipes from McDonald’s South Korea. Furthermore, the Sweet Chilli and Cajun dipping sauces that are being sent out are also developed in McDonald’s South Korea and carry the same Korean label.
McDonald’s demand for the ‘BTS Meal’ is further going to skyrocket following the success of the band’s latest single “Butter” which was released on May 21, 2021. The new Bangtan Boys (BTS) single “Butter” has set five new Guinness World Records (GWR) titles. The music video crossed 108.2 million views in 24 hours and currently bounds in at No. 1 on the Billboard Hot 100 song chart.