Kai Cenat did a fun and engaging collab with McDonald’s to host a special live-stream event to unveil the Chicken Big Mac. Notably, Cenat is famous for his energetic personality and comic content. In that sense, the collaboration between Cenat and McDonald’s depicts the strategy of the brand to reach out to the new and young tech-savvy audiences with the help of influential online personalities.
As a matter of fact, the event was a live promotion activity of burgers, targeting the young generation on the official Twitch channel of Kai Cenat. McDonald’s chose Cenat to be its face for this campaign, with a perfect fit into how the company wants to reach a new generation of consumers via digital engagement and on social media platforms. Teaming up with Cenat, who reaches millions through Twitch, McDonald’s took a very progressive route to market their appeal to both the avid fast fooders and social media-driven audiences.
At the center of the campaign is the Chicken Big Mac, a reimagined version of McDonald’s famous Big Mac sandwich.
Instead of its more conventional beef patties, the Chicken Big Mac sports crispy chicken patties with a tempura batter coating, though it still retains all the classic Big Mac components: shredded lettuce, special sauce, cheese, and pickles. He tries the Chicken Big Mac for the first time during the livestream of his show and shares excited reactions that send fans over the edge with his humor and charisma.
And to make it all more entertaining, Cenat’s event was offering everything from comic bloopers to light-hearted moments and surprise guest appearances. The most striking feature of this campaign was a theatrical ad showcasing Cenat centre stage with a gospel choir in a laugh-riot scene surrounded by flying Big Macs. This farcical, over-the-top ad showed how McDonald’s can blend humor with ingenuity for ads, giving this launch a special touch. The collaboration connected with fans instantly as they flocked to devices everywhere to watch Cenat taste the new Chicken Big Mac.
A promotional campaign video featuring Cenat teasing the new sandwich moved virally throughout the social feeds, bubbled the conversations, and made ripples in fan excitement. While viewers enjoyed the humor within the approach and candid nature of commentary by Cenat himself, viewers took to social media with posts overflowing with excitement over the new Chicken Big Mac. Many fans seemed pretty stoked that McDonald’s was partnering with one of Twitch’s biggest stars, and they acknowledged the cool factor of having influencers introduce new products to their audiences in a relatable way.
The collaboration is part of a recent trend where brands use influencers as a middleman between both Gen Z and millennial consumers, be it Kai Cenat partnering with McDonald’s or any other influencer. This deal helps McDonald’s reach a wider audience of younger generations influenced more by virtual personas than traditional ad campaigns. Coupled with the arrival of Kai Cenat, not only did McDonald’s introduce the Chicken Big Mac with fanfare, but once more proved just how digital content and influencers can make for memorable marketing experiences.
