LibraryNowPlayMechanicsMCP

Kinds

Campaign382Product101Food & drink28App & software56Film61Series63Music61Game116Book31Creator moment57Meme & format111Trend & aesthetic38Activity60Moment99
PricingPrivacyTermsRefundsPress
Library/Campaign/Travis Scott Meal
Grade B21 sourcesHIS-01262

Travis Scott Meal

Campaign · 2020 · Notable

54Editable slideCertificate

McDonald's $6 Travis Scott Meal prompted ordering memes and ingredient shortages.

McDonald's

@McDonalds · Sep 8, 2020

say Cactus Jack sent you

98.9K6.5K
Original · McDonald's / Travis Scott / Wieden+Kennedy New York
Clip · Jimmy Kimmel Live on YouTube
Travis Scott eating fries in front of a Travis Scott Meal poster.
Thinknum / The Business of Business
Official product photograph of the Travis Scott Meal with Quarter Pounder, fries, BBQ sauce and Sprite.
McDonald's USA
Handcrafted Travis Scott action figure in a glass case, offered in a McDonald's tweet-to-win giveaway.
McDonald's USA / PR Newswire
McDonald's bag with a miniature Travis Scott figure peeking out, from Wieden+Kennedy's campaign work.
The One Club / Wieden+Kennedy
Travis Scott talking about his McDonald's meal on Jimmy Kimmel Live.
Jimmy Kimmel Live on YouTube
Travis Scott with the meal beside a red Ferrari outside a retro McDonald's.
We Are Social / The Narrative Group
Travis Scott at McDonald's during the meal launch.
Jerritt Clark, Courtesy of McDonald's
Travis Scott holding a McDonald's carton, from the meal's merch drop.
The FADER
Travis Scott eating fries in the back of a car.
Rap Radar

Spread Score

How it works
Reach75Contagion35Breadth60Velocity65Longevity2054

Numbers

Social reach claim; potential exposure, not unique people
23B
Self-reported · The Shorty Awards / The Narrative Group, Wieden+Kennedy and McDonald's
Seed to milestone
8 days
Sep 8 ’20 to Sep 16 ’20
Platforms
8
Started on Retail
Leverage
3.0×
$15M on $5M media spend

Mechanics

  • Remixable templatePrimary
  • Scarcity drop
  • Real-world spectacle
  • Platform jump
  • Press loop

How it spread

Trace the origin

McDonald's launched Scott's meal with advertising and merchandise. Customers filmed drive-thru orders using his music and catchphrases. The campaign team reported a merch sell-out, while McDonald's redirected supplies and briefed staff on ordering phrases.

Documented milestone; not a measured attention peak.

Google searchesSep ’20OctNovDecJan ’21MilestonePressRetailOpen webInstagramYouTubeTikTokXTV
PressRetailOpen webInstagramYouTubeTikTokXTV

13 more events on this chart

Join free to see them

Timeline (16)

  1. September 2020

    McDonald's precursor · Sep 3 ’20

    McDonald's announced a month-long collaboration offering Scott's usual order from September 8.[1]

    Open the first post ↗

  2. Business Insider precursor · Sep 3 ’20

    Business Insider reported that some franchisees objected to Scott's explicit lyrics.[2]

  3. McDonald's / Travis Scott seed · Sep 8 ’20

    McDonald's launched the $6 meal and posted an invitation to say Cactus Jack sent you.[3][1][4]

  1. commercial · Sep 8 ’20

  2. owner response · Sep 8 ’20

Join free to see the other 13 events and the full chart. Free, on every case.

or continue with Google

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 16 sourced numbers and 21 sources. Start with a free account.

Join freeGo Pro
Origin
Mixed
Sector
Food & beverage
Region
US
Social reach claim; potential exposure, not unique people
23B
Self-reported · The Shorty Awards / The Narrative Group, Wieden+Kennedy and McDonald's
Evidence
Grade B

Spread the same way

Campaign · Instagram · 202547

Frida’s Breast Milk Ice Cream Campaign

Frida

Frida claimed 7.8 billion media impressions for ice cream inspired by breast milk.

7.8B impressions

1 / 8

  • Frida’s Breast Milk Ice Cream Campaign
  • Cash App and Timothée Chalamet’s Sphere stunt
  • Virginia State’s Boots On The Ground Commencement
  • God’s Plan music video
  • M3GAN
  • Frida Breast Milk Ice Cream
  • Black Beatles
  • #ALLMYMOVIES

New cases, every week

How the next thing spread, the week it does.