A digitally led integrated campaign, we teamed up with Meitu, China’s largest photo sharing app (the Instagram of China), which has over 20 million daily users. We started with a craving-inducing offer: Free Fries. Then with Meitu we created a bespoke McDonald’s 'Fry finder' for their app. We then invited people to take photos of anything that resembled a McDonald’s Fry. Which they could then share and exchange for free fries.

We drove people to the 'fry box view finder' we created within the Meitu photo app, with point of sale, ambient media, social seeding, and a television commercial. These channels not only generated awareness for the campaign but educated consumers on how the game worked, demonstrating how 'thin yellow objects' could remind you of Fries.

Campaign generated 3 million clicks in two weeks, 203,234 unique visits to the Weibo campaign page and over 674,738 photos were taken.

Consumers created over half a million individual pieces of sharable content on behalf of the brand.

And made millions of people think about Fries at times when McDonald’s is not usually on their mind.