McDonald's Hong Kong unveils new citywide campaign featuring MIRROR members

McDonald’s Hong Kong has unveiled a citywide campaign to promote the Big Mac and its newly introduced Chicken Big Mac, featuring local boy band MIRROR members Keung To and Ian Chan.

Created by DDB Group Hong Kong, the campaign is well-timed to launch the same day as the upcoming ViuTV’s original drama "We Got Game", in which both MIRROR members will be starring in. It will run for the next three weeks. 

The campaign coinciding with the TV series launch and featuring two of the main actors, references the series throughout the campaign. The online video echoes the "We Got Game" storyline, with To and Chan fiercely competing in a one-on-one basketball challenge, although here it takes place inside a McDonald's restaurant.

Apart from the online video and a significant outdoor media presence in Causeway Bay, there are various engaging initiatives that provide fans opportunities to get their hands on special merchandise, such as "We Got Game" collectible idol cards, and a limited-edition Big Mac basketball with printed signatures of both band members on its box set.

Additionally, the Admiralty restaurant will be entirely themed in campaign materials in order for fans to be able to immerse in the "We Got Game" and Big Mac world. 

Tina Chao, chief marketing and digital customer experience officer of McDonald’s Hong Kong, said: “We are delighted to be partnering with ViuTV as well as Keung To again to promote our New Gen Big Mac Burger, and it's very exciting to have Ian Chan to join us to launch the limited time offer Chicken Big Mac. I am confident that with this campaign and the combination of these iconic menu items, we have a great opportunity to expand the fan base of our Big Mac lovers in Hong Kong.”

Frankie Fung, CCO at DDB Group Hong Kong, added: "This campaign has ended up a clever composition of many elements but most importantly something we feel the Big Mac fans will really enjoy. It was a lot of fun to work with Keung To and Ian Chan and we are really enjoying helping to bring the Big Mac into a new era and connecting with a new generation.”

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