Jacques Berman Webster II, better known to many as Travis Scott, is an American rapper whose popularity has exploded over the past five years. On April 23rd, 2020, Travis Scott previously held a virtual concert on the game “Fortnite” as well as releasing digital and physical merchandise. Recently, Travis Scott used his popularity once again to his advantage by partnering with McDonald's to release his own "Cactus Jack" meal. The meal consists of a Quarter Pounder with cheese, bacon, and lettuce, medium fries with barbecue dipping sauce and a Sprite. Altogether, it costs $6 and is available to the American public until October 4th. Likewise to the meal, Travis Scott also released a large wave of “Cactus Jack x McDonald’s” merchandise that his fans are more than willing to purchase. Whilst to many this promotion is uninteresting, the meal broke records on all social media platforms. Amazingly, the promotion was so popular that many restaurants across the United States are running out of key ingredients for the combo. Regardless of your opinion on the rapper, he knows how to identify his target group and understands the magnitude of collaborating with large-scale companies.
Sunday, September 20, 2020
The Travis Scott Meal
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This was an interesting move on McDonald's part because Travis appeals to a very narrow segment of the consumer base. The Travis Scott meal, as branded, is not likely to appeal to the young children who typically drag their parents to McDonald's for a Happy Meal and older adults are not likely to know or appreciate Scott's music or influence. Fortunately for McDonald's the teenage and young adult segment that is influenced by Scott are more than happy to try the products that he recommends. Based on the sales information, this looks like a risk for McDonald's that will pay off big.
ReplyDeleteI agree Kevin. This move by McDonalds was a surprise to many and branded at a global scale. When it first came out, it was on all of the social media platforms like Instagram and Twitter. Soon people were talking about it and posting their "Cactus Jack" orders. This helped tremendously with influencing the consumer base and will certainly pay off for both McDonalds and Travis Scott.
ReplyDeleteThis was a smart business deal that will benefit McDonalds and Travis Scott. I wonder if this will spark interest with other fast food chains to make deals with celebrities.
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