Home  › Social › Social Media
mcdonaldsbigmac

McDonald's Gets Youths to Build Big Macs by Shaking Their Phones

  |  April 11, 2013   |  Comments   |  

The fast food chain wanted young working adults in China's tier one and two cities to love the Big Mac and associate the burger with a "macho" personality.

McDonald's has partnered with Sina Weibo using a fairly new QR code technology to get Chinese youths to build a Big Mac Tower with their mobile and computer screens.

The fast food chain wanted young working adults between 20 to 29 years old living in China's tier one and two cities to love the Big Mac and associate the burger with a "macho" personality.

To activate the digital campaign, DDB Group Shanghai worked with Sina Weibo, China's popular social platform, to create a mini-site for consumers to pay tribute to their fathers (an insight the agency said represented the macho figure among its target audience).

Creative ad banners were served on Sina China's web portal to drive readers to click and participate in the campaign.

mcdonaldsbigmac

http://all.vic.sina.com.cn/bigmac/

Once users visit Big Mac's campaign site via their computers, they could start the game using their smartphones to scan the QR code.

mobilemac

Then the phone would be directed to the mobile site where participants have to shake their phones to choose from a selection of seven witty phrases to describe their father's macho personalities.

mobilemac2

Participants could also choose to create their own descriptions to add to their personalized Big Macs.

bigmacdesktop

Once they have selected the phrase it would sync directly with the different layers of the burger on their computer screens.

Consumers were encouraged to share the completed Big Macs to their social networks on Weibo with an incentive that they would stand a chance to win coupons and enjoy the Big Mac at half price.

Within three weeks, the agency said it had to produce and fix bugs to ensure that the consumer journey for synchronizing mobile and computer interaction was smooth.

The month-long campaign rolled out in late February. The results - More than 76,400 shares on Weibo with average bounce rate at 3 percent compared to normal benchmark at 40 percent.

Lawrence Chiew, account director at DDB China, says the new digital interaction (between mobile and PC) was popular with their target audience and that the large user base on Sina Weibo is a good platform to build buzz.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...