McDonald’s becomes first big brand to utilise TikTok in New Zealand

Mango and McDonald’s have cleverly jumped at the opportunity of a TikTok campaign before any of their competitors thought to do so. Promoting the new Spicy McChicken range, the fast-food chain has introduced the #McDSpiceChallenge where TikTok users are encouraged to post their ‘spice face’ reactions to the burgers on the social platform.

Courtesy of Mango, the campaign includes several TikTok influencers and a custom challenge tune from local producers Jupiter Project, which have helped bring the challenge into New Zealand’s already large TikTok community.

Since launching, the campaign has achieved an impressive organic social reach with nearly a million views and 90,000 likes, comments, and shares from the first 15 videos. Effectively, McDonald’s has also seen hot demand for the Spicy McChicken range across the country.

Mango’s head of digital and social, Zoe Virtue, is thrilled the campaign has ventured into TikTok’s massive untapped value.

“When you’re combining huge organic reach, the ability to convey a clear brand message, drive engagement, and offer good value for money, you’d be missing a trick not to explore it.”

“McDonald’s provides brand recognition and interest, and then it’s up to our carefully selected talent to create something worth engaging with and recreating.”

McDonald’s senior brand manager, Laura Youngman, is pleased with the views and engagement rates the brand’s first TikTok campaign has received.

“With TikTok on the rise, the release of the new spicy sauces felt like the perfect opportunity to make our debut on the app to engage a younger audience with a spicy challenge.

“We’ve loved seeing the hilarious #McDSpiceChallenge reactions, and the huge engagement from the TikTok community.”

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