Viral food and drink marketing: Response chain

Cases
37
Median Spread Score
46
Most started on
X32%
First post to peak
6 days

By mechanic

All101Controversy40Response chain37Scarcity drop32Newsjacking29Pairing19Transgression19Creator relay15Sell-out loop14Mystery & lore13Identity badge11Visible in use10Challenge9Remixable template9Real-world spectacle9Maker origin8Dupe economy6Sound or audio meme6Resale market6

McDonald's France: Olympic Curry

66
McDonald's France on Instagram: "Pour 4 ans minimum."

2.5B impressions

Doggface Ocean Spray Dreams video

63
Morning vibe #420souljahz #ec #feelinggood #h2o #cloud9 #happyhippie #worldpeace #king #peaceup #merch #tacos #waterislife #high #morning #710 #cloud9

15B impressions

Dalgona coffee

59
달고나커피, 400번 저어먹는 커피

Peaked at #1

The McWhopper Proposal

57
.@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D http://t.co/o3APQ2QzKC

9.3B impressions

IHOb

57
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb

42.5B impressions

A Recipe for Seduction

52
A Recipe for Seduction | Presented by Kentucky Fried Chicken | Full Mini-Movie | Lifetime

1.8B impressions

KitKat (Nestlé): The KitKat Heist

52
Regarding recent press coverage

70.5B impressions

Negroni Sbagliato With Prosecco in It

52
Emma D'Arcy & Olivia Cooke Get To Know | House of the Dragon Season 1 | HBO Max

90 sold

Dr Pepper: The Dr Pepper Jingle

49
@Dr Pepper please get back to me with a proposition we can make thousands together. #drpepper #soda #beverage

4.1B impressions

Josh Wine Memes

49
I’m not gonna keep telling y’all to grow up and leave that Stella & Barefoot alone

207M impressions

Salt Bae

49
Nusr_et#Saltbae on Instagram: "Ottoman steak 🔪"

Doja Cat's Mexican Pizza Jingle

48
Doja Cat’s TikTok rap about Taco Bell’s discontinued Mexican Pizza.

1K derivatives

Domino's Paving for Pizza

48
Don't Let Bad Potholes Ruin Good Pizza! Domino's Starts Paving for Pizza

1.1B impressions

I Love You, Colonel Sanders!

48
Official Steam screenshot of the Colonel Sanders dating simulator.

1B impressions

Coors Light: Case of the Mondays

47
Coors Light Chill Face Roller holding a beer can.

12.8B impressions

Doritos Rainbows

47
Doritos Rainbows bags beside rows of multicolored chips, from the campaign designer’s portfolio.

2B impressions

Fruit Roll-Up Ice Cream

47
Reply to @joshmyfavourite Ice cream wrapped in fruit roll up 🤤 #eating #eatingshow #tiktokfood #mukbang #foodie #food #foryou #asmr #candy #fyp

Pepsi Kendall Jenner Jump In

47
Pepsi Commercial - SNL

385M impressions

Extra Gum: The Story of Sarah & Juan

46
A two-minute love story told through gum-wrapper drawings, set to Haley Reinhart’s Elvis cover.

1.3B impressions

Burger King Google Home of the Whopper

45
A Whopper ad whose spoken Google command made nearby Home speakers read Wikipedia.

10.5B impressions

MoonPie Lol Ok

45
Lol ok

1B impressions

Pop-Tarts: The First Edible Mascot

43
Welcome to the Pop-Tarts Bowl.

4B impressions

Pink Sauce

40
5.3M views · 1.6K reactions | The pink sauce pre-sale begins tonight at 7 PM I will go live🥰🥰🥰 | Chef Pii

200K sold

Patti LaBelle sweet potato pies

39
Current Walmart packaging for Patti LaBelle’s sweet potato pie; this image is not the 2015 launch packaging.

10M views

Cheerio Challenge

38
#cheeriochallenge #sleepybaby had 10 but couldn't take pic quick enough

100M impressions

Budweiser Born the Hard Way

37
People Want to Boycott Budweiser Over Its Super Bowl Immigration Ad | Fortune

Peaked at #1

McDonald's Big Arch CEO Bite

37
Chris Kempczinski on Instagram: "The Big Arch might be my new go-to lunch order. Who else is counting down the days until it’s in a store near you?"

Alison Roman’s The Stew

34
A bowl of Alison Roman’s chickpea stew with greens, mint and yogurt.

3.5K derivatives

Budweiser: Bring Home the Bud

33
New Day, New Tweet. Winning Country gets the Buds. Who will get them?

Greggs Vegan Sausage Roll

33
Vegan Roll Pork-Free

24M impressions

Mixue theme-song remix wave

33
Snow King theme-song milestone illustration from Mixue’s official retrospective; not a verified frame of the 2021 seed video

15M views

Pusha T’s Arby’s Spicy Fish Diss Track

31
Just dropped a diss track with @Arbys. Grab some popcorn and a Spicy Fish Sandwich. #ArbysSpicyFishDissTrack #ArbysPaidMeButIWouldSayThisAnyway

5.7M views

Denny’s Zoom-In Tweet

26
zoom in on the syrup

30M impressions

Popeyes: pope yes

26
Official Pope Yes campaign case board, showing the pun and reported reactions

Whopper Sacrifice

18
Whopper Sacrifice Facebook application shown in the campaign portfolio

Emily Mariko’s salmon rice bowl

13

Haidilao’s Kemusan dance wave

10

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