WINNING THE WINGS BATTLE by DDB Shanghai for McDonald's

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WINNING THE WINGS BATTLE

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Industry Fast food
Media Promo & PR
Market China
Agency DDB Shanghai
Creative Director Kevin Chiu, William Chang Suk-Ping
Art Director Mac Chen, Jay Hsu
Copywriter Jackie Wang
Released January 2010

Credits & Description

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: McDONALD’S CHINA
Product/Service: CHICKEN WING
Agency: DDB CHINA GROUP
Date of First Appearance: Jan 17 2010 12:00AM
Entrant Company: DDB CHINA GROUP, Shanghai, CHINA
Entry URL: http://shdev.tribalddb.com.cn/awards/mcwing/index.htm
Chief Creative Officer: Michael Dee (DDB China Group)
Creative Director: William Chang (DDB China Group / Tribal DDB Shanghai)
Creative Director: Kevin Chiu (DDB China Group / Tribal DDB Shanghai)
Copywriter: Jackie Wang (DDB China Group / Tribal DDB Shanghai)
Art Director: Mac Chen (DDB China Group / Tribal DDB Shanghai)
Art Director: Jay Hsu (DDB China Group / Tribal DDB Shanghai)
Media placement: Website - QQ.com - 17 Jan 2010
Media placement: Website - Renren.com - 17 Jan 2010

Describe the objective of the promotion.
• The Chicken Wing 2010 Q1 Challenge on the digital front needs to provide PR buzz and Conversations that McDonald is The best place to enjoy the chicken wings. • WOM Talkablity: generate buzz for original McWings • New Product Msg: Build up the awareness for 2 new launched flavors • Promotion Msg: Promotion info delivery – only 5 RMB to get a McWings with any brands coupon

Describe how the promotion developed from concept to implementation
• First, drive peoples attention to McD wings to increase their curiousness about it with some buzz • Second, take use of the interactive communication to let people experience the delicious of McD wings in order to increase people interests in it and the optional to have a try

Describe the success of the promotion with both client and consumer including some quantifiable results
• 2,158,929 customers pledge to love McDonald's McSpicy Wings within 4 weeks (200% meet the KPI) • 522 News clippings worth more than RMB 5,000,000 • more than 8,000,000 video distribution • 3,000,000 video views • 180,000 forward to friends • More than 100,000 free wings in 7 days theme store opening • 200% more wings sold •10% incremental wings sales

Explain why the method of promotion was most relevant to the product or service
•Challengeable: To Challenge competitors with extremely spicy flavor/new flavor and more benefit (free drink) by accepting all QSR coupon, which is never done by any other competitors brands before •WOM: To Drive talk ability among the consumers and generate PR buzz •Aggressive: To play aggressively beyond all and take full advantage of the media cooperation advantage