OGILVY & MATHER SHANGHAI, Shanghai / YUM! / 2015
Fast food toy meals have been around for over 35 years, but they haven’t changed much at all. Sure, they come in more shapes and sizes now, but they still don’t do much besides collect dust on shelves.
The Toy Meal category in China and globally has always been a tired offline experience that stops after purchasing the figurine.
Despite 540 Million Chinese Smart Phone users at present, Fast Food Toys remained an offline experience.
Naturally fans of the popular boy band were drawn to the exclusive entertainment content that the toys / app had to offer.
- A 75 Level Game featuring the band members as hero's
Unlock-able freebies such:
- Selfie Overlays with the band members
- WeChat GIF Emoticons of the celebrities
- Custom EXO wake up alarm videos
The toys themselves gripped the imagination of people all over the country. Some designed custom-made clothes for them. Some created cartoon stories. Others took the toys along on their travels. Overall tens of thousands of interesting user generated content pieces were created
After just three weeks and 2 million downloads, the game clocked 48 years of playtime. (Combined time spend by all users playing the game, tracked via data source Flurry)
The toys themselves gripped the imagination of people all over the country. Some designed custom-made clothes for them. Others took them along on their travels. Overall tens of thousands of interesting user generated content pieces were created, and the campaign hashtag was viewed over 1,6 Billon times on Weibo (China's Twitter)
KFC had to start a new production run just to keep up with the demand. After all 5 million toys ran off the shelves, a black market opened, with sellers on Taobao & Ebay demanding as much as 30 US dollars per toy.