The brand that I choose is McDonald’s.

McDonald's Corporation is an
American fast food company, founded in 1940 as a restaurant operated by Richard
and Maurice McDonald, in San Bernardino , California , United States . They
rechristened their business as a hamburger stand , and later turned the company into
a franchise , with the Golden Arches logo being introduced in 1953 at a location
in Phoenix, Arizona. In 1955 , Ray Kroc , a businessman , joined the company as a
franchise agent and proceeded to purchase the chain from the McDonald
brothers . The online campaign I had choose is Where Got Spicy Challenge . This
event is a challenge that if you can finish the 3 pieces Extra Spicy Ayam Goreng
without drinking any water than you might get a chance to win the prize . The prize is
McDonald’s will give you one year free Ayam Goreng that worth RM5,500 . If the
people want to participate , just have a live video on Facebook or Instagram and
#WhereGotSpicyChallenge . This online campaign was ongoing from 29 July 2019
until 18 August 2019.The reason that they were having this challenge is because
they want to promote the new Extra Spicy Ayam Goreng in Malaysia.

Normally, McDonald’s target audience are most of the people because it is a

fast food. Normal meals in McDonald’s target everyone as their customers. Usually
people can bring the whole family there and have their meals there because there
normally will have a small playground for kids to play. For this online campaign, the
target audience are the one who can eat spicy, the one who think they can eat spicy,
the one who want to try the spiciness and the one who want to win the prizes. This
online campaign made people curious about how is the 3 times extra spicy will taste
like, so they will go and buy it. McDonald’s even had a poster that written “eat at your
own risk” and this help them to increase more people to try and eat whether it is so
spicy or not.

The Where Got Spicy Challenge made everyone know that McDonald’s has
release a new product , Extra Spicy Ayam Goreng. What had made this online
campaign stand out was , McDonald’s claimed that the Extra Spicy Ayam Goreng are
three times spicier than the normal spicy one. Also, after many people ate the Extra
Spicy Ayam Goreng , many of them got stomach pain and also some got vomited.
Those cases had made more and more people want to try and eat the Extra Spicy
Ayam Goreng. Moreover, McDonald’s had invite many influencer to do this challenge
so that more people will know there was this challenge around that time. s a global
brand, McDonald's faces many challenges with customers on a daily basis.
McDonald’s had an official announcement that state that the Extra Spicy Ayam
Goreng was made naturally and no chemical included. Using the power of social,
customer service personnel are able to address and help as many customers as
possible and improve their experience with the brand. Not only that, McDonald’s also
uses their social networks to promote various types of contents. When this challenge
was ongoing McDonald’s keep posting images on their social media so that people
will alert about this challenge was ongoing now. As you can see McDonald’s use
their social media in a big scale , not to promote their recent promotion, they also
have challenge and voting section on their social media.

I think that this campaign can be improve by changing the prizes because not
everyone like to eat Ayam Goreng for the whole year. What I think is maybe the
prizes can eat different meals at McDonald’s but with a limitations in one day. Also,
McDonald’s need to concern about why many people ate the Extra Spicy Ayam
Goreng and get stomach pain. I think they can go and do some test to know why
many people get stomach pain and some even vomit. They should do something to
solve this problem rather than just release a statement to explain the ingredients.
Besides that, McDonald’s is a really big and well known company and it open at
many country so if something they organize many people will know it because they
spend money to advertise it.

In my opinion, I think that this online campaign was successful because the
main purpose of this campaign was only to introduce and promote the new product,
Extra Spicy Ayam Goreng. It had reach its purpose for the campaign and many
people I know did try the Extra Spicy Ayam Goreng because of curious. Moreover,
many people did love to eat the Extra Spicy Ayam Goreng than the normal Ayam
Goreng.