McDonald's promoting its 24-hour home-delivery campaign in Hong Kong, debuting a three-minute commercial, using popular stars as a celebrity like Eason Chan, Joey Yung, etc on TVB commercial with an accompanying push via print, radio, outdoor and online. This immediately drove calls as viewers pursued a special moment with their favourite star. TVB followed the stars to film them zipping through the streets in McDonald's uniforms on McDonald's bikes and capture the surprise and delight of the customers when their special moment arrived. Following each celebrity McDelivery mission, 1-minute segments were aired on TVBJade and McDonald's in-store TV, and shared on Facebook and YouTube. Exclusive extended content could be seen on TVB enterainment news programmes, TVB Weekly and mytvb.com. It is a very successful case using Viral Marketing strategy. Their strategy was to enrich people's lives via a "special McDonald's moment" other than delivering food, the brand can provide a unique experience to add joy and fun to their lives. Branded content was the ideal platform to engage the audiences via an entertaining format.
McDonald's 24-hour Star McDelivery has been referred to as "word-of-mouth", "creating a buzz", and a good peer-to-peer recommendation of its product or service throughout video clips, interactive forums, web banners, newsletters, ebooks and images on the popular websites, like yahoo, msn, mytv, yellow page, Heng Seng Travel Insurance, etc.
Result and Effectiveness:
McDonald's site: more than 2 million monthly vistors, more than 70 million monthly page view visits per user jumped from 1.5 to 9.6 times.
Other sites: more than 133,700 views in tvb.com & YouTube
Delivery Sales boomed after launch to McDonald: Sales up by 104.2%
Awarded by Cannes Lions June 2010 (57th International Advertising Festival): Best use of Television
Sources: Cannes Lions June 2010, YouTube
