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"The 1st McDonald's Burger Election" Which burger is the most popular?!
Starting January 6th, McDonald's Japan launched its "First McDonald's General Election" campaign, where consumers vote to determine the most popular burger from among the company's 12 regular burgers. The new TV commercial, "Let's Decide by Vote," also began airing that same day.
A ceremony was held at the company's Tokyo facility on the 5th, preceding the campaign launch.
At the start, Senior Manager Takanori Konoe of the National Marketing Department explained the election's outline.
The 12 burger candidates are divided into "Block A" (6 beef-based burgers) and "Block B" (6 non-beef burgers) for the first round (voting period: January 6-24). Following this, the two burgers that ranked first in popularity in each block will face off in the final round (voting period: January 25-31).
Each candidate burger will declare a "campaign promise" appealing to consumers. The winning burger will be sold as a special edition burger fulfilling its promise for a limited time from February 1 to 7. Voting can be done either by scanning the QR code on the candidate burger's packaging to vote for your favorite, or via Twitter. The most popular burger will be determined by combining these votes with sales points earned by each burger during the voting period.
Department Manager Konoe stated, "We hope many people will enjoy this customer-participation campaign."
On stage, following an introduction by the event's MC, freelance announcer Maya Masai, Block A's cheerleader captain, talent Nobuhiko Takada, and Block B's cheerleader captain, Shoko Nakagawa, took the stage.
Ms. Masai serves as the news anchor for the special website ( http://mcdonalds-sosenkyo.jp/ ) where election information can be viewed via video, specifically on its news channel (available since January 1st).
Wearing a McDonald's-red tie, Takada declared with determination, "This is truly the McDonald's Undisputed Grand Prix. We absolutely cannot lose this battle. I need to visit the stores more often myself." Nakagawa passionately added, "I prayed for Block B's victory at Ise Shrine this New Year. I want to win and see our usual burgers transformed as promised. I'll cheer with every fiber of my being."
The two declared the election's opening, stating, "We'll eat lots of our beloved McDonald's burgers and loudly cheer for our favorite ones."
Takada announced her favorite burger is the "Big Mac," with her pledge being "Same price, Mega Mac." Nakagawa similarly introduced her pledge for the "Teriyaki Mac Burger": "Regular price, Double Teriyaki."
Next, four supporters—a high school girl, a taxi driver, an office lady, and a rapper—took the stage to promote their "favorite burgers" and pledges. Their support videos can be viewed on the special website.
Takada and Nakagawa then compared the regular-sized burgers they love with the special versions featuring their respective pledges. Their comments, like "The weight is incredible. If you compare it to a combat sport athlete, it's heavyweight class" and "The richness and umami are doubled. The sauce density is insane," got the audience excited. Nakagawa concluded her support by saying, "This is a dream chance for everyone's favorite burger to transform through the campaign promises. Let's eat our way through Block B's burgers and make it happen!" Takada added, "All 12 fighters are ready. McDonald's fans across the nation! Come vote!"
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