How Travis Scott and McDonald’s are the Next Great American Duo
Music artist and producer Travis Scott and Fast-Food chain McDonald’s have paired up on an unprecedented combination. Here is why this pairing works stunningly for both.
Starting September 8th, McDonald’s customers will be able to order the “Cactus Jack Meal” for $6. The meal is being fashioned as an album, with Track 1 being “Quarter-Pounder with Cheese, Travis-Style”, Track 2 being “Medium Fries with BBQ Sauce” and Track 3 being “Sprite with Ice”. This promotion lasts a month with support for charities being included along the way. Travis Scott is the first American celebrity to have his own McDonald’s meal since working with Michael Jordan in 1992, marking a significant shift in the direction and focus that McDonald’s is looking towards.
So the question now is, why? Why would the biggest fast-food chain in the world want to work with a five-time Grammy winner to develop a combination of items that already exist?
The answer to this is simple: Influencer marketing.
McDonald’s Marketing Troubles
Morgan Flatley, Chief Marketing Officer, recently stated that “the under 34 demographic has become ‘more and more challenging for brands to reach’” and this is true. The ways in which Millenials, Gen-Zs, and younger consume advertising has changed drastically over the last ten years. No longer do typical commercial breaks during a tv show garner their attention. Rather, the younger generations of Americans are most captivated by the products and services of those they keep up with regularly. In fact, it has been shown that influencer marketing has an 11x greater return on investment than traditional display ads.
The reason behind this drastic ROI increase is because these influencers are based on having the power to affect someone’s purchasing decisions based on their own decisions and the relationships they have with their followers. These followings are ones that are specific to the influencer and vary in size based on the fields. Influencers differ from regular celebrities who sponsor an item because an influencer thoroughly develops a relation to how the product or service they are marketing relates to their audience and content in a meaningful way.
McDonald’s sees Travis Scott as the world’s next big influencing marketer. Travis Scott has one of the most dedicated and consistent followings in the world. His personal brand reaches tens of millions of people, with millions of them continuously purchasing things that are created by or promoted by Travis. McDonald’s saw this opportunity to work with a household musical artist to reach this market of potential customers they just cannot connect with. By making the menu items as a Tracklist, users understand that Travis is not just promoting these items for a paycheck but that the marketing has been well thought out and developed. Travis Scott has almost become an Ambassador to McDonald’s which shows the willingness that Travis Scott allows the brand of McDonald’s associated with his name. Travis has also created a line of clothing to signify the pairing of Cactus Jack and McDonald’s, something that sets Travis apart from his competitors due to his unique designs and low quantity that become available.
It is interesting to see if more companies begin to work with influencers who target a specific task that they look to get resolved. Although countless other individuals have become influencers with massive impact, it is refreshing to see McDonald’s develop a meal and merchandise centered around Travis Scott and his talents.