The Brief

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.

Describe how the promotion developed from concept to implementation

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. Specific campaign goals: Across all 1,700+ stores, we aimed to: 1. Increase sales of featured fish sandwiches by 100% 2. Achieve sales of 10 million beef burgers 3. Achieve a 10% higher visitation vs. KFC 4. Achieve a 10% higher visitation frequency vs. KFC

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

The final campaign results: 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)

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

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.