Title | CHEER FOR CHINA |
Brand | McDONALD'S CHINA |
Product / Service | McDONALD'S |
Category | B01. Corporate Information |
Entrant | DDB CHINA GROUP Shanghai, CHINA |
Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
Advertising Agency: | DDB CHINA GROUP Shanghai, CHINA |
Media Agency: | OMD CHINA Shanghai, CHINA |
Credits |
Name | Company | Position |
---|---|---|
Michael Dee | DDB China Group | Chief Creative Officer |
Jody Xiong/William Chang | DDB China Group | Creative Director |
Jody Xiong/Leo Wan/Jay Hsu | DDB China Group | Art Director |
Meredin Xu/Dola Qi | DDB China Group | Copywriter |
Alex Shen/Patrick Shi | DDB China Group | Programmer |
A Ba | Fly Cool | Director |
From January 2008 to May 2008: - May: McDonald’s ‘I’m lovin’ it when China wins’ campaign successfully achieved awareness, participation and press value. - Total unique visitors - 27,000,000(27 million); - Total Sign-up as Cheering member - 1,200,000(1.2 million); - Total Viewership on the site - 13,000,000(13 million); - There were more than 2,000,000 (2 million) news about this campaign. The most proud thing was it had zero media investment for search engine. (Data source: QQ, the McDonald’s network data center)
We built a long-term interactive platform on internet as the McDonald’s official website, aiming to attract consumers’ continuous participation. Phase 1: * Shout the catchphrase via viral video * Put cheering station in McDonald’s restaurant to enhance the participation * Organize press briefing to enlarge the public influence Phase 2: * Draw attention via online live show * Make headlines on internet community * Shooting cheering MV * The cheering dance achieved Guinness World Records
2008 Beijing Olympic Games is a big cake of promotion. Although McDonald’s business has widely enhanced this year, its sponsorship value didn’t on the brand level in Chinese consumer’s minds.