HOW TO COOK FOR MILLIONS Tim.Cheng@TribalDDB.com.hk
RIGHT NOW7155 KM SOUTH EAST OF MOSCOW MILLIONS OF PEOPLE ARE LOOKING FORWARD TO THEIR DINNER.
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Background:Chicken wings is loved by all Chinese consumer but whenever amention of it, people’s top of mind recall is KFC.
McWings ChallengeWe are taking the challenger position and have a head on competition with our competitor
We created 6 locally (provincial) resonating viral videos about how much they love chicken wings.Partnering with QQ, wedevelop a pledging site forconsumer to be able to pledgetheir love for McDonald’sChicken Wings. We toldconsumer we’re looking foronly 1.0mil love and we’ll We did paid media on sites to draw people toreward them. pledge for us.
We accept consumer who brings any competitor couponsinto our store and they can enjoy further discounts
Blogs, Bulletin BoardforFrenzy: google in regards to The screen shot news search on our campaign
Even media begins to get excited:We gotten online and ofﬂine media writing about our coupons strategy and it became one of the mosttalked about marketing campaigns.We appeared in CCTV2, Beijing TV, Guangdong TV, CBN Weekly and Sina.com within 2 weeks oflaunch garnering more than 370 news articles
In Phase II, from the buzz we created, we need to begin rewarding our loyalists whopledged their love...We launched 3 new ﬂavour ofchicken wings that users cannow enjoy. We turn 7 McDonald’s in 7 cities into McWings Theme Store for 7 days giving away free chicken wings as a gratitude towards those who pledge their love for us.
Created another round of media buzz:Consumer post theirexperience in themestore Newspaper, TV stations and Blogs covered this news making our theme store one of the most talked during the 7 days.
Recognition by Harvard Business Review: The Power of Word-of-Mouth in China “You just cant stop the word from spreading in China — as McDonalds recently discovered. In March, the American fast food chain invited people who had discount coupons on chicken wings from any restaurant in China — including rivals like KFC — to use them to buy McSpicy Wings at a discount. Building on the buzz, McDonalds promised that if one million people in China were to pledge their love online for McSpicy Wings, it would hand out free chicken wings for seven days at seven restaurants. In just four weeks, more than two million people signed the pledge and McDonalds happily handed out 10,000 free wings. Because of these word-of-mouth promotions, sales of McSpicy wings shot up by 10% in March over the previous month.”