Macca's Remixed.
Six up-and-coming Aussie artists reinterpret the Macca's jingle on TikTok, for the brand's 50th birthday in Australia.
In 2021, Macca's celebrated 50 years down under. The birthday brief: connect with existing superfans, re-engage anyone who'd drifted, and turbo-charge brand love. The 'ba-da-ba-ba-ba' jingle is one of the most recognisable parts of the brand globally, an audio icon. And Macca's already had a community organically playing with the brand on TikTok.
If the audience is already remixing your brand voice on a platform you don't control, the move isn't to interrupt them. It's to officially hand them the keys, and stand back.
In partnership with TikTok, McDonald's did something no brand had done globally on the platform before: invited six up-and-coming Aussie artists across genres to reinterpret the Macca's jingle in their own musical voice. Cinematic violin from @joelsvnny, acapella from @h3rizonmusic, bars from rapper @jaycee, drumming from @mikaela_swan, an acoustic spin from @jhekhoos, and a remix-of-remixes from @djparislawrence. The audio beds now live on the platform as tools for Macca's and everyday Aussies to keep playing with.
21,000 original UGC pieces, the highest volume ever for an Australian brand on TikTok, generating over 9,000 hours of video and 26M views. 4× the social conversation of nearest competitor during the campaign window. 34.9% increase in ad recall, 10,000+ comments and 400,000 likes in the first paid burst. Creative beat the platform VTR benchmark at 10.28%. Total paid impressions 41.2M. Campaign ROI of $5.81 per dollar spent. Brand lift of 3 points. AWARD-winning at home (2 Silver, 2 Bronze) and PRIA Gold for influencer.