Cannes Lions

18-NUGGET `SHARE BOX'

DDB GROUP HONG KONG, Hong Kong / MCDONALD'S / 2012

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Film
Film
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Overview

Entries

Credits

Overview

Execution

To highlight the fact that ‘It’s fun to share’, we created a giant-sized share box at oneof the busiest tube stations in Hong Kong – offering free coupons to potentialpassers-by. But there was a catch. The box featured 18 redemption buttons. And totake up the offer, you had to press all 18 buttons simultaneously. So naturally,passers-by had to collaborate with friends and even strangers to help each other.The campaign successfully got people interacting with the redemption machine and,in turn, talking about the fun experience they had socially. In other words, it createda tremendous amount of talk value simply because they had fun. All the while, it wasabout the share value of 18 nuggets.

Outcome

Over a 3 week period, over 20,000 participants shared the fun experience – with an average of four people collaborating each time. Sales of 18 nuggets were three times higher than anticipated. And hundreds of comments and articles were shared through social media. Which just goes to show: It’s always fun to share.Originally planned for a limited time only, the launch of McDonald’s 18 Nugget ‘Share Box’ was so successful, it will soon return to the menu permanently as a staple product alongside the standard 6-nugget option.

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