McDonald's uses SMS votes in the Flavor Battle

Campaigns: Thurs 10th September 2009

On the 7th of September, Fast-food restaurant McDonald's launched the 'Flavor Battle' - a US national DJ/burger competition.

McDonald's is letting consumers vote for DJs and their favourite DJ+burgers via SMS, or via 365Black.com.

The competition price is a chance to win a trip to Atlanta for the Sprite Step Off National Finals in January 2010, which is a big deal in the States.

A somewhat peculiar concept will see three national Djs are compete online at 365Black.com up until the 22nd of November. Each DJ has been teamed with a burger: LA DJ Spinderella is the Big Mac, Bryan Michael Cox, represents the Double Quarter Pounder with Cheese, and Miami-based DJ Irie, the McDonals's new burger, the Angus Third Pounder.

Rob Jackson, director of U.S. marketing at McDonald's USA said "The McDonald's Flavor Battle is all about harnessing the energy and excitement of individuals who are using their talents as DJs as a form of creative expression that many young adults are responding to in a positive way"

McDonald's chose to connect with the younger audience through SMS, which is now "second nature to them" Said Rob Jackson.

The campaign seem a little muddled, I'm not sure about the DJ and burger matches!

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