Page 59 - MA Dinner 2023

Merit Award

“McDonald’s Big Mac x 季前賽 x 903 All Star 籃球賽”
McDonald’s Hong Kong

To build cultural relevance of McDonald’s iconic Big Mac to Hong Kong’s Gen Z, McDonald’s decided to drive hype in pop culture by
introducing an iconic rival to challenge the Big Mac’s status – The Chicken Big Mac. McDonald’s then further ignited a rivalry in pop
culture by partnering with Gen Z’s favourite broadcaster – ViuTV, to co-create a full-on TV drama called “We Got Game”, featuring a
basketball rivalry between two of Hong Kong’s hottest stars – Keung To and Ian Chan. Partnering with ViuTV, McDonald’s injected
its brand seamlessly into the storyline from setting, character background, and even key plot devices. McDonald’s then extended
the drama into a product campaign with Keung To and Ian Chan representing the Big Mac and Chicken Big Mac respectively.
All campaign elements worked together to fuel a rivalry among fans. The campaign even gave fans a chance to win iconic
branded items from the show. For a grand finale, McDonald’s partnered with Commercial Radio 903 to host an All-Star basketball
tournament featuring Keung To, Ian Chan, and Hong Kong’s hottest stars. Even McDonald’s staff participated as the McDonald’s
Youth Team. In the end, the campaign not only drove Big Mac and Chicken Big Mac sales to a historical high, but also drove brand
love among Gen Z to new levels.

Comments from the Judges:
The campaign has brilliantly revitalized the cultural relevance of the beloved Big Mac among the Gen Z audience through a
distinctive and unconventional marketing approach.

By adopting a multifaceted approach that blended elements of TV drama, celebrity endorsements, and innovative storytelling,
the campaign not only elevated the brand’s stature but also firmly embedded it within the pop culture discourse. Introducing the
Chicken Big Mac as a rival to the classic Big Mac added an exciting dynamic to the campaign, drawing attention to the product
while maintaining the focus on the brand uplift exercise. The well-executed, comprehensive online-merge-offline approach
engaged fans on various levels, extending the campaign’s reach and impact.

In essence, this campaign transcended mere sales records; it redefined the Big Mac’s cultural relevance among Gen Z. It exemplified
the untapped potential for brands to embrace creativity and actively participate in pop culture, setting a compelling example for
future collaborations between media channels and brands. McDonald’s transformed its brand identity into a dynamic cultural
force within Hong Kong and became a meaningful and intrinsic part of people’s lives and local culture.

Parties to be Recognized for Contributing to the Success of the Programme:
1. DDB Hong Kong
2. OMD Hong Kong

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2023

9/26/2023 3:37:19 PM
Dinner 2023 Ken.indd 57
Dinner 2023 Ken.indd 57 9/26/2023 3:37:19 PM