THE COLLABORATIVE BRAND MARKETING: THE CASE OF BTS-McDONALD’S IN JAKARTA, INDONESIA

Abstract

In a rigid competition marketplace particularly during the pandemic time, greater emphasis is being placed on marketing strategy to boost the sales and business growth. Marketing strategy has a central role in the development of brand image, be it at the corporate, retail or product level. Fast food industry is one of the major sectors that continuously adapt their marketing strategy to the highly competitive market. With the spike popularity of technology and pop culture, many fast-food companies contest not only to stay on the business but also to gain competitive advantage with their innovative branding strategy. Certainly, there are many challenges that fast-food Company needs to deal with given the current pandemic situation where most are struggling to stay relevant and increase the sale amid difficult times. For this purpose, the focus of this study is the McDonald’s franchise in Jakarta, Indonesia in which considered as one of the few which recently gain reputation due to collaborative brand marketing, they currently undergo with one of the biggest pop group. This article is devoted to explain what makes McDonald’s collaboration’s marketing strategy works and analysis of PESTEL on their marketing strategy. This study shows that popularity of BTS-McDonald’s collaboration strategy related strongly to demography, social-culture, and technology aspects.