The Campaign

We wanted to change the perception of McDonald’s being a place to dine alone to a fun place. So we decided to give consumers a unique nighttime dining experience. And that experience would become more exciting as more people joined. Thus changing the image of McDonald’s being a place to dine alone to an ideal place where you could get more out of the night with friends.

The Brief

To attract the general public, especially teenagers and young adults, at night. We aimed at drawing them in, and making them our dinnertime ambassadors by encouraging them to share the experience with friends.

Results

The store attracted 40% more visitors and generated 20% of incremental sales in just 3 weeks. As more visitors arrived, more secret surprises were triggered. Customers loved the unique experience and spread it on various online platforms, such as Facebook, Instagram and Weibo. Our customers became our spokespersons as they shared the fun and asked more friends to join, thus changing the perception of dinner at McDonald’s, making it a fun place for Hong Kongers to dine at night.

Execution

Starting from 6pm, we changed the menu to go along with the experience. Reverse bouncers and air-walkers invited pedestrians into the store. 4 secret surprises were ready to be unveiled. We encouraged customers to invite their friends to join them and help unlock the next secret event. At 100 visitors, “Rainbow Lights” started. The lights at store began changing color, creating a fun atmosphere for night dining. At 150, “DJ Me” system were triggered. Our customers took control of the music. When we hit 200, star consolations were projected onto the walls and ceiling. Customers enjoyed a “Starry Starry Night” indoors. At 250 visitors we shook it up. Everyone glowed like a superstar under the black light, enjoying the “Neon Dance Fever”.

The Situation

Hong Kong people did not perceive McDonald’s to be a fun place to dine with friends. To change this, we created ‘The Night Side of McDonald’s’, which made the store come alive at night.

The Strategy

We created a unique McDonald’s restaurant experience that changed depending on the number of people we got in. The more people joined, the better the experience would be, making McDonald’s a more exciting place to dine as the night goes on.