The goals

In February 2019, Mcdonald’s wanted to generate the right awareness and engagement of their Spicy McChicken product – promoting the LANGUAGE OF SPICY.

On Anghami, the brand leveraged the power of music and content creation by working with a network of uprising and influential talents across the GCC to promote the LANGUAGE OF SPICY.

Anghami wanted to turn musical content into trending and viral social topics that everyone engages with.

The approach

Anghami worked with independent musicians from the Arab World, the real trend-setters, to create a viral competition around consumers and fellow musicians promoting the Language of Spicy and the McDonald’s Spicy Chicken range.

Teaser – #SpeakSpicy Challenge

Anghami created hype and built awareness around the Language of Spicy, artists used their social platforms to create short videos introducing the language of spicy, and asking their friends to join the movement.

Revealer – Introducing the Spicy Burgers

Artists announced the collaboration and introduced the spicy burgers they are eating while singing their freestyle music.

Artists also participated in in-store activations and recorded a video to encourage people to come and participate too.

The results

• McDonald’s brand page WAS the fastest growing brand page yet on Anghami – 24K+ Followers in 1 month vs. Benchmark of 2K per Month
• #SpeakSpicy Playlist was among top 5 most streamed playlists across GCC during the campaign period
• #Speakspicy with Moh Flow reached top 5 in Top INTERNATIONAL songs streamed in KUWAIT, BAHRAIN and UAE on Anghami
• #Speakspicy with Flipperachi reached top 25 most streamed ARABIC songs on Anghami in BAHRAIN during the campaign period
• The campaign was submitted at the Lynx 2020

Other mention:

• 3.15m users reached on Anghami
• 556k+ song streams on Anghami
• 311k+ unique users interacted with branded content
• 24k+ brand followers
• 16k+ video views on Anghami