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April 27, 2006

 
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Rap Songs To Move Big Macs?
Marketing Firm Leaks Fast Food Giant’s Plans For Subversive Advertising

Maven Strategies, the marketing firm responsible for product placement ads for Seagram’s gin appearing in several hip-hop songs last year, was recently hired by McDonald’s to come up with one or more songs that mention the fast food chain’s signature sandwich in the lyrics.

Product placement in rap songs has run rampant ever since Run DMC’s My Adidas sold a ton of footwear back in 1986.

From Jay Z to Kanye West to Petey Pablo, who rapped "Now I got to give a shout out to Seagram's Gin/Cause I’m drinkin’ it and they payin’ me for it," in his 2004 hit Freek-A-Leek, rap artists have made it an art-form to mention as many products as possible in their songs.

From designer clothing to expensive cars to cell phones to liquor and champagne brands...almost no market has been untouched.

The reason, of course, is simple. Money.

McDonald’s was planning on paying anywhere from $1 to $5 per mention each time their Big Mac Rap Song was played on the air. On the low end, that would mean a song like Freek-A-Leek, which received over 350,000 spins on the radio, would have meant a payday of more than a quarter of a million dollars for Petey Pablo.

And that’s in addition to the normal performance and writing payments he would receive for air-play.

A spokesperson for McDonald’s had no comment when approached, but industry insiders say now that the cat’s out of the bag, Micky D’s may not pursue this avenue of advertising.

"The plan was to have several songs in place for the big summertime junk food eating season," said one insider. "But the bigwigs think it may not work if Rap fans are aware of what (McDonald’s) is doing."

Maven Strategies disagrees. "What you’re looking at is basically a market that isn’t very bright to begin with," said one marketing expert for the company.

"Face it. Kids today play video games and listen to music. The ones who can read and think for themselves are already too smart to eat this crap."

For the rest?

"The mere mention of a Big Mac starts them to salivate, just like Pavlov’s dog. And if we can do it with a beat, they’ll be dancing their way to the golden arches double-time."


A.) Mmmmm. Big Mac. Know what they call that in France, right?
B.) Le Big Mac. That Sam Jackson cracks me up.
C.) Afer I eat a Big Mac, my crap smells just like a Big Mac.






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