When McDonald's Middle East wanted to develop a social media driven marketing program around their launch of a new spicy line of sandwiches, we found Karim! This spicy flavor fanatic was on a quest.
He had a blog, on which he shared various experiments in his quest for great spicy flavors.

These fun, humor laden videos had a viral potential. We also helped Karim set up a game where people could interact with him and try to create new, interesting spicy flavors. And we gave Karim, two FIFA World Cup Finals tickets to give away.

The program was a great success. McDonald's subsequently sposored his blog and branded the site to launch the new line of spicy sandwiches – which was a natural extension to Karim's quest.

70,000+ unique visitors came to the site – driven by banners, search keywords, and facebook and tweet support.

Almost 4000 visitors signed up and played the game or left suggestions in the 4-week period that the program was live.

The winner was announced in early February, 2010.

The 'Karim' program was developed with InnovationsDigital, Promoseven's digital partner.
www.innovationsdigital.com