McDonald's combines social with cultural tastes in China

Share this content:
McDonald’s combined a fried chicken giveaway with social media to get 1 million pledges
McDonald’s combined a fried chicken giveaway with social media to get 1 million pledges

The Data: McDonald's research and testing indicated that although it did not have brand recognition when it came to chicken wings in China, consumers preferred the taste of its wings to others.

The Offer: McDonald's worked with Tribal DDB to build awareness by allowing consumers to redeem any competitor's coupon for discounted McDonald's chicken wings. From February until April of this year, consumers that publicly announced their love for McWings on a branded fan site were treated to free wings for seven days at locations around the country.

The Channel: Tribal DDB opted to market McWings with a combination of online and offline programs. It housed display ads and five viral videos on a fan site of the Chinese social media and messaging platform QQ. After reaching 1 million fans, McDonald's developed seven McWings-themed restaurants in seven cities for seven days across China, promoting the offer through QQ and word-of-mouth.

The Creative: In addition to the fan site, images that prominently featured a plate of chicken wings and online videos highlighted the coupon exchange. The effort took just two weeks to reach 1 million chicken wing lovers.

The Verdict: The creative in this campaign is very straightforward, but you can't argue with a successful outcome. McDonalds wanted a pledge for McWings, and it eventually got 2.1 million of them. This proved a really strong promotional idea that engages potential consumers at multiple levels — from the Web to the stores.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above