Title | ANGRY BURGERS |
Brand | McDONALDS CHINA |
Product / Service | McDONALD'S BURGER |
Category | A08. Best Use or Integration of Gaming |
Entrant | TBWA\SHANGHAI, CHINA |
Entrant Company | TBWA\SHANGHAI, CHINA |
Contributing Company | TBWA\SHANGHAI, CHINA |
Contributing Company 2 | ROVIO ESPOO, FINLAND |
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 |
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)