| Title | #TIRORITUNE |
| Brand | MCDONALD’S JAPAN |
| Product / Service | 500 YEN EXTRA VALUE MEAL |
| Category | A02. Brand or Product Integration into Music Content |
| Entrant | TBWA\HAKUHODO INC. Tokyo, JAPAN |
| Idea Creation | TBWA\HAKUHODO INC. Tokyo, JAPAN |
| Production | TBWA\HAKUHODO INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| KAZOO SATO | TBWA/HAKUHODO | CCO |
| SATOSHI CHIKAYAMA | TBWA/HAKUHODO | Executive Creative Director |
| YUJI TANAKA | TBWA/HAKUHODO | Creative Director |
| DOMU FUJISHIMA | TBWA/HAKUHODO | Copywriter |
| MASARU UEMURA | TBWA/HAKUHODO | Art Director |
| HIROAKI WADA | TBWA/HAKUHODO | Account Director |
| SHINJI YAMAZAKI | TBWA/HAKUHODO | ACCOUNT MANAGER |
| GAKU NISHIMURA | TBWA/HAKUHODO | Account Executive |
| RYUTARO SAITO | TBWA/HAKUHODO | AGENCY PRODUCER |
| NORIHITO TAKAHASHI | TBWA/HAKUHODO | Creative Director |
| RYOTA HARAGUCHI | TBWA/HAKUHODO | PROMOTION PLANNER |
| KOHEI IKEDA | TBWA/HAKUHODO | CONTENT PLANNER |
| DAICHI MATSUMOTO | TBWA/HAKUHODO | ACCOUNT MANAGER |
| JONATHAN FUJIMURA | TBWA/HAKUHODO | Creative Coordinator |
The Objective/Brief: McDonald's Japan had already tried and tested various forms of advertising to reach the young Gen Z Market, however, the brand had yet to find the right content which they would go out of their way to watch or interact with. How could we involve Gen Z to love the McDonald's Brand?
The Idea: TikTok was the perfect social platform to engage with the Gen Z, however it was crucial that the content needs to be engaging enough to drive user-generated content and attract views. We noticed that the internet was already filled with user-generated content using the "TIRORI" sound heard in the restaurants, and so we sought to use this sound to launch McDonald's first official dance content on TikTok.
The Strategy: We focused our attention on using the "TIRORI" sound the frier makes at the restaurant when the McFries are freshly fried. This sound is widely recognized by anybody who has ever eaten at McDonald's in Japan. We thought if we use this sound in a way that resonates with teens, we could change McFries into an icon relevant to the Gen Z culture.
The Execution: We noticed that the internet was already filled with user generated content using the "TIRORI" sound, so we launched McDonald's first official dance content o TikTok using this sound. We created 4 tutorial dance videos by popular teen influencers in Japan, and waited for the TikTok community to join in...
The Results: The Campaign broke TikTok’s records in Japan for both Total # of views and number of user-generated content, as well as greatly contributed to a boost in sales. The campaign quickly became widely publicized as the most successful corporate campaign on TikTok. - TOTAL NUMBER OF VIEWS: 195 Million Views (Record for Corporate Accounts in Japan) - USER-GENERATED CONTENT: 85,000 USER-GENERATED VIDEOS (Record for Corporate Accounts in Japan) - REACH ON TIKTOK: 9 Million (80% of all users) - 500 YEN COMBO MEAL Sales: 115% UP (2/20 - 3/12) - STORE VISITS: 35% UP (2/20 - 3/12)