Challenge
KFC was the market leader in terms of Chicken Wings - when most people in China think of fast food and chicken, they think of KFC, not McDonald's. However research and testing revealed that those who had tasted McDonald's McWings thought they were damn tasty. Tribal DDB's biggest challenge was how to get McWings in the hearts, minds and mouths of this snack-loving nation.
Idea and Execution
In a country with a big love of coupons and eating, we invited anyone with a chicken wing coupon from any restaurant, to use it at McDonald's for discounted McWings. Yes, you read correctly, from any restaurant. We also set up a pledging site where loyal fans could pledge their love for McDonald's chicken wings. McDonald's promised that if one million fans pledged their love, it would do something special. When pledges finally hit one million, McDonald's turned seven stores in seven cities for seven days into a McWings Theme Store, giving out free chicken wings.
Results
The results were dramatic. The Winning the Wings Battle campaign became one of the year's most buzzed about campaigns. In just four weeks, over two million people pledged their love for McDonald's McWings on our online site. That was 200% more than the initial objective, translating into a 10% increase in sales of McWings. The publicity generated around the campaign was estimated to be worth RMB 5 million.
The campaign took a Gold and Best Media award at the 2010 China Effies, as well as a Silver and Bronze at the 2010 China 4A Golden Seal Creative Awards.