McDonald’s has for the first time ever invited a regional celebrity to appear in its TVC series. Superstar actress/singer Miss Kelly Chen will participate in the promotional campaign and star in the “Shake Shake Fries” campaign.
The agency was asked by McDonald’s to develop a holiday season online campaign to promote this ‘Shake Shake Fries’ product and to highlight the four sachet flavors. The big idea was “How do you shake your fries?”
The agency created two fun and engaging interactive components. “Shake Shake Video Competition” encourage public to use their own creative ways to shake the fries, shoot it as video and enter the competition. At around one month’s time, 161 creative videos were received, which shows the campaign interact and involves the customers successfully.
Another component, “Shake and Dance with Joey” allow participants to upload their pictures and then star in a music video also receive a encouraging result.
Other than banners, innovative media was explored to enhance the viral effect. “Gunners” are employed to initiate topics on discussion forums in Hong Kong. Also, some funny videos submitted were uploaded to YouTube as a promotion channel to generate more awareness of the campaign.
July 6th, 2007 7:04 PM
McDonalds Shake Shake Fries has one a Gold Effie.
This is the first ever Gold Effie for McDonalds in Asia. Effie awards Ideas that Work – the great ideas that achieve real results and the strategy that goes into creating them. Effie winners represent client and agency teams who tackled a marketplace challenge with a big idea and knew exactly how to communicate their message to their customer. Since 1968, winning an Effie has become a global symbol of achievement.