The Brief

McDonald's recently launched its biggest serving of nuggets ever – a ‘Share Box’ containing 18 nuggets. So our challenge was to launch this in a way that truly engages Hong Kongers.

Describe how the promotion developed from concept to implementation

To highlight the fact that ‘It's fun to share', we created a giant-sized share box – offering free coupons to potential passers-by. But there’s a catch. The box featured 18 redemption buttons. And to take up the offer, you had to press all 18 buttons simultaneously. So naturally, passers-by had to collaborate with friends and even strangers to help each other.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over a 3-week period, over 20,000 participants shared the fun experience – with an average of four people collaborating each time. Sales of nuggets were threetimes higher than anticipated. And hundreds of comments and articles were shared through social media. Which just goes to show: It’s fun to share.

Explain why the method of promotion was most relevant to the product or service

Let's face it, unless you're really hungry, 18 nuggets are made for sharing. So nstead of talking to our customers 1-to-1, we created a promotion that they had to share to enjoy.