Why is this work relevant for Media?

Some people were finding ways to enjoy the coming of spring on Twitter, so we turned this into a greater social movement. People used to just passively wait and view the Sakura bloom, but this movement encouraged everyone to actively participate and engage with the arrival of spring in realtime, even with the pandemic. By combining real-time weather information and Twitter's geo-targeting, McDonald's succeeded in creating exclusive content for each region. From the south to the north, one cherry blossom after another overflowed on Twitter, making the cherry blossom viewing season the most exciting cultural event.

Background

Situation “Sakura,” also known as Japanese Cherry Blossoms, are a symbol for the start of spring. They bloom up from the south to the north, until the entire country becomes covered in pink. People rush outdoors to catch a glimpse before it’s too late - because the flowers only bloom for roughly one week. Brief / Objectives McDonald’s Teritama Burger. A beloved seasonal menu released every spring, perfect to enjoy under the blooming Sakura, cherry blossoms. The connection between Sakura and Teritama has existed for over 20 years. And the burger’s release has become as anticipated as the flower, and arrival of spring, itself. In Covid situation, people couldn’t enjoy the coming of spring enough. How could we get everyone to still enjoy Sakura, Teritama, and the arrival of spring during a global pandemic?

Describe the creative idea / insights (30% of vote)

#SakuraRush powered by McDonald’s Teritama Burger In order to get people excited about Teritama, we needed people to get excited about Sakura. Beginning of spring is the beginning of Teritama. We found that some people were finding ways to enjoy the coming of spring on Twitter. We turned this into a greater social movement where people can take part in celebrating spring from their homes, even with the pandemic. People used to just passively wait and view the Sakura bloom, but this movement encouraged everyone to actively participate and engage with the arrival of spring in realtime.

Describe the strategy (20% of vote)

Target audience The people who couldn’t enjoy the arrival of spring due to pandemic. Media planning McDonald’s delivered 47 dynamic creatives, one for each region, and encouraged everyone across Japan during Sakura blooming. Approach McDonald’s brought springtime on Twitter, through the platform’s first-ever “virtual blossoming event.” Using real-time weather information and geo-targeting.

Describe the execution (20% of vote)

As weather stations across the country highlight the flower's blooming pattern, McDonald’s delivered 47 dynamic creatives, one for each region, and encouraged everyone across Japan to Tweet cherry blossom emojis across their timelines, when the Sakura were blooming in their own city. The Teritama's campaign became an instant sensation for everyone who wanted to celebrate springtime together while staying at home. And that’s how McDonald’s won the hearts of the people of Japan, nationwide.

List the results (30% of vote)

• Over 1.2 M emojis Tweeted. • 291% Conversation nearly tripled year on year. • Trended in Japan. • 8.4% Increased sales across all stores.