Brief Explanation

As students break for summer holiday, McDonalds asked us to create an integrated campaign driving in-store promotions, making McDonald’s the destination for friendship. Using TVC, outdoor, in-store and online to start a social movement, we convinced McDonalds to aspire to something greater, enhancing digital relationships by encouraging students to spend more time with friends offline. Together with China’s largest social network, Xiaonei, we created new social media apps, games, banner advertising formats, and incorporated the McDonalds logo into the Xiaonei logo! The campaign engages 5million Chinese students with over 20million interactions, all on a budget of US$430,000.