seeking to use Hip-Hop to promote their Big Mac sandwich and have offered money
to rappers who include the sandwich’s name in a hit record by summer.
Magazine Advertising Age
reported that McDonald's has hired marketing firm Maven Strategies to help get
the sandwich name checked into upcoming songs.
Maven Strategies is also
hoping to time the release of the record that names the sandwich around a broader
marketing campaign McDonald’s hopes to launch.
McDonald’s will have
final say over the content of the song that includes the name, but Tony Rome,
CEO of Maven Strategies, said that McDonald’s is willing to allow the
artists to determine how to incorporate the sandwich into their songs.
“The main thing is
to allow the artists to do what they do best,” Rome told Advertising Age.
“We’re letting them creatively bring to life the product in their
Artists will not receive
any money upfront, but instead, McDonald's is offering $1 to $5 every time the
song is played on the radio.
“The risk involved
for upfront payment is all eliminated,” Rome continued. “If an artist
isn’t able to deliver [a hit], there’s no out-of-pocket cost to
the client. You pay for performance.”
Maven Strategies performed
well last year, after landing the Seagram’s Gin into five rap songs, from
such acts as Kanye West, Twista, Franchise Boys and Petey Pablo.
represents a large share of what pop culture is today,” Rome continued.
“Hip-hop’s endorsement of different brands give them a cool factor
and representation among youth. They gain credibility by being mentioned in