A subsidiary of McDonald’s Corporation, McDonald’s Japan was established in 1971. There are nearly 2,900 McDonald’s restaurants that are operating across the country, with a diverse menu featuring iconic McDonald’s items with a Japanese fusion. Therefore catering to the tastes and preferences of Japanese People.
While the brand name needs no introduction, McDonald’s Japan always invests in qualitative marketing campaigns to keep up with the market trends as well as maintain a consistent image among the people. Among them, the recent Viral Ad of McDonald’s Japan is worth mentioning.
Recently, McDonald’s Japan gained worldwide popularity because of its viral marketing technique. The ad showcased a series of cute anime episodes. Therefore, not only highlighting the significance of viral marketing in the digital age but also the importance of a marketing technique for a region that best incites the interest of its people. In this context, we see Anime’s association with Japanese people and the intelligent adaptation of Viral marketing by McDonald’s.
McDonald’s Japan Content of the Viral Ad
The ad campaign run by McDonald’s Japan for its viral marketing consisted of six Anime episodes. Each of these episodes has different scenarios that somehow incorporate McDonald’s meals in between in a smooth transition.
The episodes are titled;
A small family sharing a take-out meal
In the first episode of McDonald’s Japan Anime series for ad campaign, we see a family of three; a father, a mother, and their daughter. All of them are enjoying their McDonald’s takeout meal together i.e. emphasizing the simple happiness that lies in sharing your meal with your loved ones.
- Release Date: September 20, 2023.
- Views on the First Day: Over 29.8 million views.
A group of teens hanging out
The second episode of the anime ad series featured a group of friends being seen sharing a takeout meal i.e. highlighting the significance of friendships among young adults.
- Release Date: September 22, 2023.
- Views on the First Day: Over 2.3 million views.
Adorable monsters on a road trip
McDonald’s Japan’s third episode for its viral anime ad series shows a group of monsters in their imaginative world who are taking a road trip in their convertible and enjoying their McDonald’s meal together. The names of these cute little monsters are Dracula, Frankenstein, a werewolf, and a mummy.
- Release Date: September 24, 2023.
- Views on the First Day: Over 12,700 retweets and 78,700 likes.
A high school couple on a date
The fourth episode of the viral ad campaign of McDonald’s Japan involves the story of a student couple who is having a meal together on a date at McDonald’s. This ad significantly showcases the importance that fast food chains hold in young love and relationships.
- Release Date: November 1, 2023.
- Views on the First Day: More than 56,400 reposts and 340,900 likes.
Siblings eating at McDonald’s
This episode beautifully portrays the love and bonding that exists between siblings as we see them enjoy a meal together at McDonald’s.
A woman enjoying a meal in her room
The final episode of the McDonald’s Japan viral ad series indirectly conveys the comfort and convenience that McDonald’s meals carry by showing a woman enjoying her meal all alone in her bedroom, happy.
What elements made these ads viral?
The key elements that contributed to McDonald’s Japan viral ads are;
- Specific to the targeted audience with content based on their interests i.e. the relationship of Japan and Anime.
- Family-positive message.
- Simple storylines.
- Engaging animation style.
- Relatable everyday situations.
- Exceptional artwork.
- Use of appropriate colour schemes and pacing.
Global Reactions to McDonald’s Viral ad campaigns
Instant Hit
As soon as McDonald’s Japan aired these episodes, they became an instant hit worldwide. Attracting audiences from across the globe, the viral ads gained international recognition through reshares, retweets, likes and comments.
Unique and Authentic Approach
The wholesome content and the anime-inspired art style further contributed to the uniqueness and authenticity of these ads, offering a new Japanese perspective to the global audience.
Popularity on Social Media Platforms
- The ads were a hit especially on different social media platforms because users from various regions were appreciating the positive representation of family, friendship, and food that McDonald’s Japan employed in these ads.
- Each of the episodes of this campaign has now tens of millions of views on ‘X’.
- In addition, the UGC (User Generated Content) further amplified the virality of these ads in the form of memes, jokes, and discussions.
Backlash
While most of the responses were wholesome and appreciating, some discredited McDonald’s Japan’s ‘stereotypical’ approach and promotion of certain ideals.
However, the positive response from the viewers outweighed these negative outcomes from the public in no time such that nobody even talks about it now!
We all love and appreciate the intelligent marketing that the company employed for the promotion of its products in Japan.
Marketing Lessons these Viral Ads teach us
Significance of viral marketing in the digital age
Viral marketing in the digital age is a cost-effective solution for promoting your brand and/or product. The reason for this is that viral marketing enables your ads to reach the targeted audience on a larger scale. As a result, you can have a vast market and audience reach for better brand visibility and engagement through shareable content.
Most businesses today rely on viral marketing techniques because of the instant results and budget-friendliness has to offer. McDonald’s Japan viral anime ads are a prime example of it
Focus on relatable content for the right audience
Focus on developing the right content for the right audience. Determine the age group and interests of your targeted audience first and then invest in making ad content that is insightful and at the same time engaging.
The use of appropriate themes, animations, colours, and content design overall is also important to trigger buying interest in your customers. McDonald’s Japan’s effective use of an Anime series for the ads is how they targeted the right audience with a focus on relatable content.
Authenticity in ideas for brand endorsement
Lastly, authenticity in your ideas for ad campaigns goes a long way. People love to watch change and what better way to promote your business than using unique, authentic and original ideas that people can relate to? It will not only foster a sense of newness among your customers but also maximize the buying probability.
That’s how the world reacted to and understood from McDonald’s Japan’s viral ads.
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