Hotlink aims to put a smile on consumers' faces with McDonald's tie-up

Hotlink, a brand under Maxis, has tied up with McDonald's Malaysia for its new campaign to reward Malaysians for smiling. As part of the SMILE campaign which runs until 18 May, McDonald’s Malaysia is giving away free chocolate sundaes with purchases when customers take a picture at a Smile4REWARDS kiosk at selected McDonald’s restaurants. Existing Hotlink and Maxis customers can also receive an additional four pieces of Chicken McNuggets when they present their Hotlink or Maxis app. In addition, 10 customers who have had their pictures taken at the Smile4REWARDS kiosks will win a pair of free flight tickets to destinations in Southeast Asia when they share their photos on social media. Customers who are unable to visit the Smile4REWARDS kiosks can download the deal for a free Large Sundae Cone from the Hotlink RED App or MyMaxis App, and redeem it at all McDonald’s restaurants nationwide. In a statement released to A+M, Navin Manian, Maxis’ head of prepaid, revealed that it chose to partner McDonald's because the two companies share a lot of common company values, one of them being a strong focus on customer experience. He also said that this partnership is a "mutually beneficial" one. When asked about the marketing strategies that will be implemented, Manian said that the main driver for this campaign is the on-premise interactive smile terminals which creates and disseminates user-generated content to social media. He adds that there were considerations such as geographic to consumption patterns, where the company reach out to its consumers through collaboration with influencers and existing base marketing channels. Aiming to give customers "the value that they deserve every day", Manian added: "It’s so easy to be rewarded with great deals and we want to make it very simple for our customers. Our collaboration with McDonald’s is a perfect example of this, and we are thrilled to share this goal.” “Our customers love being rewarded, and we want to put an even bigger smile on their faces through this partnership. The Smile4REWARDS Kiosks are meant to engage our customers in a fun and creative way, and reward them for simply smiling! This unique experience will definitely make their visit to our restaurants that much more memorable,” Eugene Lee, marketing director, McDonald's Malaysia said. Read also: Maxis shortlists 4 agencies for integrated pitch Maxis marketer Tai Kam Leong on navigating media proliferation Maxis puts consumers to the test this CNY with live trivia game Astro and Maxis partner up to help Sulawesi victims