lit. one family doesn't eat two different kinds of food

In order to send out the first bucket of gold in the New Year 2019, the Golden Arches launched a sensational activity of "searching for relatives", which is the Golden Arches' own family members: relatives with gold in their names.

2020 New Year, the golden arches of the "first bucket of gold in the New Year" has been bombarded by a wider range of netizens' voices ---

"If you don't have gold in your name, you don't deserve a bucket of gold?"

In order to prevent such "grievances" from recurring, and more importantly, to fulfill the Golden Arches' grand opening wish - this year, we are going to let everyone eat the Golden Barrel!

So, 180 Shanghai creative team created a social H5 and brought " new race system " in order to let the people with gold in their name standing at the top of the contempt chain and the people without gold in their name to interact and play:

In the new system, the Chosen One with gold/hydrazinium in his/her name will have the privilege of treating his/her guests in addition to getting a free bucket of gold with the purchase of a bucket of gold: those who don't have gold in their name can enjoy the buy-one-get-one-free benefit if they travel with their "gold" friends.

And through the fission spread of H5, those with gold in their names can treat people to buckets of gold, and those without gold in their names beg to be treated to buckets of gold.

In this "social stigmatization chain", everyone can find their place.

Lucky Guy

The lucky goose with the gold in its name

It's up to you to decide who you want to invite to dinner! You're in a privileged position~

u see see me

The poor thing with no gold in his name.

Make a little quid pro quo, and you'll take the bait~

A "please", a "request", two groups of people, each with their own needs and characteristics, the golden arches barrel has become a socialization of all the circle of friends into the "small lucky".

The title of "everyone in the world is a gold man in his destiny" has allowed the Golden Arches to follow the idea of "belonging to the golden fortune in 2020" and successfully bring everyone into the embrace of the "Golden Family".

After all, a family doesn't eat two barrels.

From 'Koi' to 'Seeker'

'Koi Wave' as a buzzword topic in brand marketing in 2018:

From Alipay's "koi tide" to Jingdong's computer digital "one million to find Wang Yuan as a spokesman" ......

From Ctrip's "Hangzhou-Huangzhou High Speed Railway" Experience Officer ......

(Passengers whose names are "Hangzhou-Huangzhou" or "Huang-Hangzhou" will receive Ctrip gift packs; passengers whose information contains any one of the four characters of "Hangzhou-Huangzhou High Speed Railway" will be entitled to free rides)

To the golden arches of the "relatives of the golden family" "golden bucket of social contempt chain" ......

There have been numerous brand marketing games triggered by "koi", and the charm of "small cost, big dissemination" has made many brand owners fall in love with it.

Although the 2019 Golden Arches "Golden Family Relatives" is also characterized by the luck of the draw as the "Chosen One", it is still geared towards everyday people, and everyone may have a "Golden Family Relative" around them to a greater or lesser extent, which makes it easier to increase the public participation in the event. This makes it easier to increase the popularity of the campaign.

180 The output of the "social contempt chain" H5, the essence of the power of the platform, to the general public to bring surprises and a sense of respect, from "koi" to "search for people", brand marketing is no longer purely based on luck, hilarious, but the universality of the activities continue to extend, landing to the side of each user.

Good luck in the New Year. It always takes care of everything

call me maybe

On December 29, a WeChat KOL will be the first to spread the word about this great opportunity to increase social in the New Year. Netizens were reminded to buy gold buckets at the store on the 31st. The WeChat KOL totaled 1.17 million+ readers , with a total of 18,000+ interactions.

On December 30, McDonald's official WeChat officially released the rules of the event and the H5 link.

In the end, the total number of visits to the H5 reached 3,861,337 and the total number of unique visitors was 2,857,682, with the highest number of people online at the same time reaching 274,115. The average dwell time of the H5 was 1 minute and 39 seconds, with the lowest bounce rate of 2.03%
.

In addition, the #Name with Gold Buy One Get One Free #hot search was launched simultaneously on Weibo with a reading volume of up to 190 million and a discussion volume of 161,000 people.

The 
spontaneous Weibo hot search "McDonald's gold bucket" also brought more than 50 million readers. Among them, Weibo KOL brought 8.5 million+ readers and 30,000+ interactions.

Without the support of celebrities, McDonald's official microblogging also reached the explosive point of 240,000 retweets and likes for a single microblog. Netizens spontaneously @ numerous brands with gold in their names and celebrities, etc., bringing a lot of self-talk.

In the end.

Whether there is gold in the name or not, everyone ate their first bucket of gold of the new year.

The Golden Luck of 2020 belongs to all!

Celebrating the New Year is like holding a filter in your hand, blurring out all the patches and disappointments of the past with a soft light. Expecting good luck is like waiting for the once-in-a-century mailman at the end of the village, who will come, but not necessarily to you, but you'll wait for him next time.

Good luck in the New Year always dissolves everything, and more than anything else, it turns you into a full and hard seed, following the track and the season, resigning the old and welcoming the new.

Your 2020 gold luck, start here!