McDonald’s recent marketing campaign offered a special meal with K-pop band BTS branding on the packaging. Amongst other metrics, the success of the campaign was measured by the number of user images, with many people sharing photos of their BTS meals.
An analysis of such images revealed fascinating stories of how the BTS packaging was reused: people made the purple branded cups into pen holders or flower pots, and even incorporated packaging into clothing accessories.
McDonald’s/BTS paper takeout bags also spiked in resale value, with users charging as much as $40 for an empty bag with the branding.
These insights tell a better story about customers’ interactions with the promotion than just sales numbers. They can serve as inspiration for merchandise ideas or customer activations, such as contests or giveaways for the most creative way to reuse packaging.
User-generated photos contain real-world uses of a brand’s products. Analysing the settings in which these products appear can help brands pinpoint what resonates with their target audience and use such knowledge to develop successful marketing campaigns.