BURGER BATTLE by DDB Hong Kong, Tribal Worldwide Hong Kong for McDonald's

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BURGER BATTLE

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Industry Fast food
Media Promo & PR
Market Hong Kong SAR China
Agency DDB Hong Kong
Creative Director Kevin Chiu
Art Director Fei Leung, Winnie Chan, Ivan Law, Dido Chow
Copywriter Polly Ko, Jay Lee, Tammy Foo
Designer Nic Lam, Stella Yuen
Agency Tribal Worldwide Hong Kong
Released October 2009

Credits & Description

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: McDONALD'S RESTAURANT
Product/Service: SHOGUN BURGER
Agency: TRIBAL DDB HONG KONG
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: DDB HONG KONG, HONG KONG
Executive Creative Director/Copywriter: Jeffry Gamble (DDB Hong Kong/Tribal DDB Hong Kong)
Creative Director/Copywriter: Frankie Fung (DDB Hong Kong/Tribal DDB Hong Kong)
Creative Director/Art Director: O'poon (DDB Hong Kong/Tribal DDB Hong Kong)
Creative Director: Kevin Chiu (DDB Hong Kong/Tribal DDB Hong Kong)
Copywriter: Polly Ko (DDB Hong Kong/Tribal DDB Hong Kong)
Copywriter: Jay Lee (DDB Hong Kong/Tribal DDB Hong Kong)
Copywriter: Tammy Foo (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Fei Leung (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Winnie Chan (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Ivan Law (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Dido Chow (DDB Hong Kong/Tribal DDB Hong Kong)
Designer: Nic Lam (DDB Hong Kong/Tribal DDB Hong Kong)
Designer: Stella Yuen (DDB Hong Kong/Tribal DDB Hong Kong)
Programmer: Tony Wong (DDB Hong Kong/Tribal DDB Hong Kong)
Programmer: C.y. Tang (DDB Hong Kong/Tribal DDB Hong Kong)
Media placement: TVC - TVB - Oct 1, 2009
Media placement: Instore POP - McDonald's Store - Oct 1, 2009
Media placement: Print - Milk Magazine - Oct 1, 2009
Media placement: Online - Youtube - Oct 1, 2009

Describe the objective of the promotion.
In the last quarter of 2009, McDonald's reintroduced 3 previously-popular special menu items; the Shogun Burger, the Mega McPepper and the Ebi Burger. Our brief was to re-launch these old favourites in a successful and compelling way.

Describe how the promotion developed from concept to implementation
The Burger Battle – a chance for burger fans to fight for their favourite special menu burger, with Hong Kong as their battlefield. Customers who bought one of the three special menu items were given a game card. This game card entitled them to territory on a virtual map of Hong Kong. Once they had claimed territory, burger fans could attack other territories, and defend their own. By purchasing more burgers, players could receive extra game cards, entitling them to upgrades for their virtual attack and defence. The best performing players stood to win prizes from a pool that included LCD televisions, mobile phones, pre-paid credit cards, and McDonald's vouchers.

Describe the success of the promotion with both client and consumer including some quantifiable results
The best performing players stood to win prizes from a pool that included LCD televisions, mobile phones, pre-paid credit cards, and McDonald's vouchers. 83,954 registered players 337,270 game cards redeemed 350,189 battles fought

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

On their previous release, each of these special menu items had a strong following of die-hard fans. We needed to leverage this passion a second time around. So, we decided to put this passion to the test – by letting them fight it out.