In a unique concept, McDonald’s invited well known food bloggers to a Mumbai McDonald’s outlet to give them a first-hand experience of creating and savoring the new burgers. In the event, conceived and managed by Digiqom, the Chef behind the new creation took the bloggers through the journey behind introducing the new product. This initiative, which was next in line after #McDElections, was intended to attract the audience attention and launch the new burger variants.

1. Influencer Engagement
Blogger Meet To Introduce Two New Products

2. Event Details
Date: 28th March, 2014
Time: 5.30 pm
Venue: Star Mall Store, Dadar
Products to be introduced:
Surprise!

3. List of Bloggers
Name Handle Email ID
Ashrita @caramelwings exploreyourkitchen@gmail.com
Renita Mascarenhas @renita_m renita.mascarenhas@gmail.com
Roxxane Bamboat @roxannebamboat roxanne.bamboat@gmail.com
Perzen Patel @bawibride perzen.patel@gmail.com
Dakshin Adyanthaya @upsidedakshin dakshinadyanthaya@gmail.com
Benaaz Pherozshaw @benaazp benaazp@gmail.com
Aditi @stuffednstarved thepotpourrigirl@gmail.com

4. Experience Sharing Online

5. Ashrita

6. Aditi

7. Renita Mascarenhas
Feedback for the chef:
Would like the burger buns to be toasted a little
more, because the paneer is soft and the buns also
soft makes the sandwich a bit squishy.
The Paneer in the McRoyale that has been
marinated in italian herbs is delicious. The
jalapenos add to the refreshing flavours. The
burger itself is quite filling. A perfect snack to
beat hunger pangs. And don't forget to ask for
extra cheese!

8. Roxxane Bamboat
Firstly - the bread is average at best. I don't see why the bun needs to change
and even if it does it looks and feels dry- or drier than the others. Also the
Paneer and Chicken burger should be identical except for the meat difference.
They look like to very different burgers and from what I heard from the other
bloggers they are very different.
The meat patty is bland and on its own not very impressive at all. Again it's
dry.
A LOT of meat between bread on one layer so its actually 4 layers of chunky
meat ( 2 salami and 2 patty ).

9. Perzen Patel

10. Dakshin Adyanthaya

11. Benaaz Pherozshaw

12. Blog Updates
http://www.caramelwings.in/2014/04/launch-of-new-
burger-mcroyale-at.html

13. Blog Updates
http://www.bhookajanta.com/2014/04/mcdo
nalds-introduces-two-new-burgers.html

14. Blog Updates
http://theheightofhunger.blogspot.in/2014/03/mcr
oyale-at-mcdonalds-dadar-west.html

15. Surround Sound

16. Numbers
Exposure during Blogger Meet: 66,002 Timeline Deliveries*
Estimated Reach** : 15,035 Twitter Accounts
*Source – Digiqom Discovery Tool
*Timeline Deliveries: Timeline Deliveries are same as Twitter impressions which are described as the delivery of a post or tweet to an account’s Twitter stream.
**Estimated Reach : Number of Twitter Accounts Reached.

17. Clicks

18. What Next?
 Use testimonials from each of the bloggers to collate for a print ad.
 Create Facebook updates by tagging these bloggers and sharing their reaction/update about
the new products.
 Create an interesting video using pictures clicked and recite the story of the burger using the
video displayed during the event as the background.

19. Thank You!