Weeks after the Travis Scott burger’s release on Sept. 5th, corporate giant McDonald’s is reporting that they are experiencing burger shortages because of the immense popularity of their collaboration with the rapper.
The burger features a quarter pound of beef topped with onions, pickles, two slices of cheese, shredded lettuce, crispy bacon, ketchup and mustard. So why has this seemingly ordinary burger taken the internet by storm?
A McDonald’s employee who is on the front line of this craze granted perspective into this unwonted collaboration.
17-year-old Noah Harris, an employee at the fast-food chain, said: “People of all ages order the burger, but pretty much mostly kids our age because those are the ones who know about it.” The burger brings recognition to both the brand and the rapper.
Scott’s unique advertising approaches have attracted many new listeners, including a younger audience than his usual demographic.
Senior Myla McCune stated: “My brother told me that he started listening to Travis Scott’s music after hearing about the collaboration between the two on Tiktok. He has been begging me to take him to McDonald’s to get the burger all week.” His unusual tactics have earned him new fans, including McCune’s seven-year-old brother.
Scott has had numerous interesting collaborations. Besides the Travis Scott meal McDonald’s has taken many anomalous publicity opportunities, partnering with various singers, athletes, and actors.
In April 2020, Scott had a collaboration with the popular video game, Fortnite. This innovative partnership attracted thousands of Fortnite users to a virtual concert. Many artists have been forced to cancel live appearances due to the risk of COVID-19, but through this creative strategy, Scott was able to attract new fans and satisfy his current fans.
McDonald’s has also partaken in collaborations with world renowned celebrities in the past. Besides their collaboration with Scott, they have collaborated with basketball star Michael Jordan. Back in 1992, McDonald’s featured the “McJordan” on their menu in select locations. This partnership called attention to both the basketball star and the fast-food brand.
Pop culture is an important facet of modern society. The profound influence that pop culture figures possess is exemplified through the popularity of the Travis Scott Meal. The success of McDonald’s’ and Travis Scott’s collaboration has benefited both parties. Over time, both have been able to attract individuals from various demographics through a multitude of shrewd advertising tactics.
