A Masterclass in Viral Marketing — McDonald's 'Accidental' McRib Launch
When it comes to clever marketing, McDonald’s latest McRib campaign in the UK is one for the books. Instead of going the traditional route of announcing the fan-favorite McRib’s return, the brand decided to take a more unconventional (and genius) approach: a "fake" mistake.
The campaign kicked off with a supposedly accidental notification sent to all McDonald’s app users, announcing the McRib’s return, labeled as a "test" notification.
Shortly after, McDonald’s posted a deliberately “messed up” image titled “McRib_Image_final_final” followed by an error message. And that’s when the magic happened.
Before McDonald’s had even officially confirmed the McRib’s return, the media, social media platforms, and even devoted McRib fans were buzzing with excitement and curiosity. In no time, #McRib was trending, articles were being written, and McDonald’s had everyone talking—all without having to "officially" launch the product.
This campaign is a masterclass in reactive marketing and how to leverage the power of social media to do the heavy lifting. By creating an "accident," McDonald's played into the way modern consumers love to uncover, share, and speculate about content, especially when it feels like they’re in on a secret or mistake.
What Can We Learn?
Controlled Chaos Can Lead to Engagement: Sometimes, letting go of control and allowing a campaign to feel raw, messy, or unpolished can generate more buzz than a perfectly packaged announcement.
Let the Audience Drive the Hype: McDonald's didn't need to do the heavy lifting. The public did that for them, with the media jumping on the opportunity to report on the “mistake.” By the time McDonald’s confirmed the McRib’s return, the excitement was already built up.
Play with Expectations: The campaign works because it feels authentic. In a world where people are hyper-aware of marketing tactics, flipping the script and embracing human error (even if it's not real) makes the brand feel more relatable and gets people talking.
Next time you’re planning a product launch or campaign, consider how breaking the rules or leaning into imperfections could work in your favour!
