Product / ServiceMcDONALD'S BURGER
CategoryA08. Best Use or Integration of Gaming
Contributing Company TBWA\SHANGHAI, CHINA
Contributing Company 2 ROVIO ESPOO, FINLAND

The Campaign

Branded content in China is typically a joint promotion or product placement, to leverage popular culture to drive brand visibility in the market. Now almost every major entertainment entity come with multiple brand collaborations, branded entertainment in China has become indifferent. What branded entertainment in China has yet achieved is to use it to direct people to a specific location that would allow general mass to physically interact with the brand. We created a China first.


There was a Short-Term and a Long-Term objective for this promotional campaign. Short-term Objective Our short-term objective was to aggressively increase sales of the featured fish sandwiches. Long-term Objective In China, KFC’s greater number of stores continues to secure higher visitation vs. McDonald's. The campaign needed to set a trend for a long-term increase in visitation and visitation frequency vs. KFC. Using innovative LBS technology and a partnership Rovio, we created a special Angry Birds game available only at McDonald's stores. The idea was simple: Entice customers in with an unique Angry Birds game experience, and keep them on premise by offering free power-ups via purchases such as our featured fish sandwiches.

If you’ve read the news, you might have learned that China leads the world in Angry Birds daily users. China is mad for Angry Birds. So we created a story for the game fanatics: The Angry Bird Pigs love hamburgers more than anything in life. In fact, they go out of their way to steal as many McDonald’s hamburgers as possible from our stores. Then all we had to do was enlist the good citizens of China to help fight the thieving Pigs in an epic battle over burgers and Fillet-o-Fish. And convert game lovers into hamburger lovers.

Objective Actual Results Increase sales of featured fish sandwiches. +100% +381% Achieve sales of beef burgers. 10 million 18.4 million Visitation vs. KFC 10% higher 20% higher (McDonald's Fast Track Q42012 10 Cities) Visitation Frequency vs. KFC 20%higher 28% higher (McDonald's Fast Track Q42012 10 Cities)


Name Company Position
N.a. Tribal Ddb Worldwide Digtial/Outdoor
N.a. Arc China In-Store/Outdoor
Ville Yli-Knuutila Tbwa\gamelab Line Producer
Erika Lin Tbwa\shanghai Account Manger
Theodor Arhio Tbwa\gamelab Content Director
Vaino Leskinen Tbwa\gamelab Head Of Gamelab
Raymond Lau Tbwa\shanghai Head Of Tv
Jocelyn Tse Tbwa\shanghai Strategist
Ken Wong Tbwa\shanghai Senior Art Director
Ong Kien Hoe Tbwa\shanghai Group Creative Director
Jane Lim Tbwa\shanghai Business Director
Edmund Choe Tbwa\shanghai Chief Creative Officer
Brian Swords Tbwa\shanghai Managing Director