McDonalds plays on Sprite virality with a hip-hop anthem

Diving brief:

  • McDonald’s has teamed up with rapper and producer Tisakorean to create an original beat celebrating the Sprite distributed by the chain’s fountains, according to a company statement.

  • “Static,” which dropped Aug. 30 on Instagram and TikTok, is meant to reflect what more than a thousand consumers on social media say McDonald’s Sprite tastes like — static. The artist uses sound as a source of inspiration and superimposes it on a hip-hop rhythm.

  • McDonald’s is also encouraging consumers to tag #McDonaldsStaticSprite on social media and share their own take on “Static”. The move represents a growing effort by brands to cultivate a social media presence by engaging with viral trends and partnering with content creators.

Overview of the dive:

McDonald’s playful nod to perceptions of the Sprite served at its sites may seem spontaneous, but the Coca-Cola-owned drink that comes out of the chain’s fountains has long been considered to taste different from “normal” Sprite. with more than a thousand users on social networks comparing the flavor to the alleged taste of static electricity.

The fast-food chain has already played up the hype with humorous responses on social media, once suggesting that McDonald’s Sprite might have been responsible for the extinction of the dinosaurs and even claiming the drink is comparable to static in a tweet that garnered over 18,000 likes. Creating a beat that can be used on Instagram and TikTok could further boost the trend and help the channel gain exposure to Gen Z and Millennials.

Tisakorean, who has more than 500,000 followers on Byte-Dance-owned TikTok, crafted the tune using a static sound, hip-hop beat and the hook, “Can I take a sip?”

There is also a “Making of the Beat” video made in collaboration with hip-hop director Carmelo Varela to show Tisakorean’s creative process. Partnering with creators is a growing trend for brands looking to tap into niche audiences and gain a stronger online following – earlier this year McDonald’s became Offline TV’s first major sponsor , a collective of gaming-focused content creators. Collaborating with a popular music creator could help the channel identify a potential new market, and encouraging others to use the sound opens the door to valuable consumer data.

Others have adopted similar tactics to appeal to younger audiences. Earlier this month, American Eagle teamed up with musician and influencer Katherine Li, who tweaked one of her songs to serve as the brand’s back-to-school anthem on TikTok. Applebee’s launched a National Wing Day campaign in July that tied into a music video, “Taste My Face,” which also lived on as a sound on the platform.

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