McDonald's: MAGIC IN McDONALD'S

Credits & Description:

Advertiser: McDONALDS CHINA
Agency: TBWA\HELSINKI
Category: Services
Advertising campaign: MAGIC IN McDONALD'S
Managing Director: Brian Swords (TBWA\Shanghai)
Vice President Of Marketing: Christine Xu (McDonald's China)
Account Manager: Erika Lin (TBWA\Shanghai)
Senior Vice President: Henri Holm (Rovio Entertainment Asia)
Chief Creative Officer: Edmund Choe (TBWA\Shanghai)
Line Producer: Ville Yli-Knuutila (TBWA\Gamelab)
Senior Art Director: Ken Wong (TBWA\Shanghai)
Partnership/Brand Manager/EMEA/APAC: Magdalena Biernat-Heikkinen (Rovio Entertainment )
Chief Marketing Officer: Peter Vesterbacka (Rovio Entertainment )
Director Of Content: Theodor Arhio (TBWA\Gamelab)
Game Producer: Anne Dahlgren (Rovio Entertainment )
Head : Väinö Leskinen (TBWA\Gamelab)
Business Director: Jane Lim (TBWA\Shanghai)
Strategist: Jocelyn Tse (TBWA\Shanghai)
Project Manager (Magic): Joonas Jokela (Rovio Entertainment )
Director Be – National Operations/Brand Extensions: Neo Zhang (McDonald's China)
Group Creative Director: Ong Kien Hoe (TBWA\Shanghai)
Global Head Of Location Based Entertainment: Paul Chen (Rovio Entertainment )
Head Of TV: Raymond Lau (TBWA\Shanghai)
Product Manager (Magic): Stella Wang (Rovio Entertainment )

Brief Explanation
"Magic in McDonald's" partnered up two industry giants, McDonald's China and Rovio Entertainment. The combination resulted in 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.