Case Study: McDonald's Malaysia achieves a sold-out Rio Burger launch in 3 weeks with Facebook

McDonald’s - Customer Case Study

McDonald’s Malaysia tied its menu to the 2016 Rio Olympics with a limited‑time Rio Burger and faced the challenge of driving mass awareness and rapid in‑store sales during a one‑month promotion. The goal was to create excitement around the new product and convert online interest into footfall across Malaysia while the Games were in full swing.

Working with agency IDOTYOU, McDonald’s ran a mobile‑first Facebook campaign using a colourful 30‑second video and carousel ads, plus core targeting and reach‑and‑frequency buying to control ad exposure. The campaign sold out the Rio Burger in three weeks (a week ahead of schedule), exceeded sales targets by 40%, reached 3.2 million Malaysians, and delivered strong lift metrics: +11 points in customer recommendations, +6 points in ad recall and a +13‑point recommendation lift among 25–34 year olds.

McDonald’s

Melati Abdul Hai

Senior Director, Marketing and Communications