Brief Explanation

McDonald's recently launched its biggest serving of McNuggets ever. A share box containing 18 McNuggets. But let's face it. Unless you're really hungry, 18 McNuggets are made for sharing. So instead of talking to our customers one-to-one, we created a promotion they had to share to enjoy. To highlight the fact that it's fun to share, we created a giant size share box offering free coupons to potential passers-by, but with a catch. The box featured not one, but 18 buttons, and to take up the offer you had to touch all 18 buttons simultaneously, so naturally passers-by had to collaborate with friends and even strangers to help each other. Over a three-week period nearly 30,000 participants shared in the fun experience, with an average of four people participating each time. But the sharing didn't stop there; hundreds of comments and articles were shared on social media. In fact, mentions of McNuggets increased online by 2070%, so despite a 20% reduction in TV spend, sales of McNuggets were 3 times higher than anticipated. We smashed our own sales record, with the highest ever monthly sales in the 37 year history of McDonald's in Hong Kong. Close to 30 million McNuggets were sold - that's over 4 nuggets sold for every man, woman and child in Hong Kong. Placed end to end, that's enough McNuggets to go from Victoria Harbour to the Peak 110 times. Which just goes to show, it's always fun to share!