"Magic in McDonald's" partnered up two industry giants, McDonald's China and Rovio Entertainment. The combination resulted as a campaign that used Rovio's location based technology and their hit game Angry Birds. The idea behind the campaign was simple: offer millions and millions of Angry Birds fans new and unique game content that they could experience straight from their own mobile devices - but only while they were inside a McDonald's restaurant.

The campaign was a huge success: The share of visits rose to 20% when compared with key competitors, the frequency of visits rose to 28,1% higher when compared with key competitors and the campaign also lifted overall brand perception as the brand favorability rose to 25,9% above the key competitors. In addition McDonald's was seen as a modern brand associated with games and gaming as the campaign was widely reported in various high profile advertising and tech media, for example in Advertising Age, Business Insider, Uberzigmo, PSFK, Pocket Gamer, M.I.C Gadget and MediaPost.

Magic in McDonald's campaign was McDonald's China's biggest marketing effort for 2012 and it was executed all around China, in more than 1500 McDonald's restaurants.