The Brief

The night is when Hong Kong comes alive. And in Hong Kong, it all begins with a fun dinner. The problem was that nobody went to McDonald’s. Most Hong Kong people see McDonald’s as a place to eat dinner alone, and that’s not fun at all. We wanted to change this perception.

Describe how the promotion developed from concept to implementation

To change this perception, we created “The Night Side of McDonald’s”, an ideal place to get more out of the night with friends. At 6pm we unveiled a new look dining experience. Reverse bouncers and eye catching air-walkers invited pedestrians into the store, and we encouraged customers to invite their friends to join them and help unlock the next secret event. As more visitors arrived, more secret surprises were triggered, like: Rainbow Lights, DJ Me, Starry Starry Night and Neon Dance Fever. McDonald’s became fun at night, and attracted a lot of visitors.

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

Customers loved the unique dinner experience. The store attracted 40% more visitors and generated 20% of incremental sales in just 3 weeks! And most importantly, people realized that McDonald’s is a great place to enjoy dinner with friends.

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

We created “The Night Side of McDonald’s”, an ideal place to get more out of the night with friends. At 6pm we unveiled a new look dining experience, and we encouraged customers to invite their friends to join them and help unlock the next secret event. As more visitors arrived, more secret surprises were triggered, like: Rainbow Lights, DJ Me, Starry Starry Night and Neon Dance Fever.