McDonald’s HK celebrates sneaky joy with new social campaign

McDonald’s Hong Kong and creative agency DDB Group Hong Kong have joined hands to celebrate sneaky joy in a new three-week social campaign under the banner of #SNEAKJOY. 

This comes as social listening by the brand revealed the joy customers experience from sneaking their menu favourites into unexpected places, such as airplanes. Leaning into this fan truth, a social campaign is created to celebrate the sneakiness of customers.

To celebrate this concept, social content featuring #SNEAKJOY opportunities will circulate promoting the campaign and inspiring customers with creative ideas. Furthermore, user-generated content will be rewarded with giveaways of their favourite menu items.

A special promotion is taking place at Hong Kong International Airport today (14 December), where travellers are invited to experience the joy of “sneaking” a McDonald’s apple pie onto their flight. The first 1,000 people who show their boarding pass at the airport McDonald’s will receive a free apple pie to enjoy on the airplane. 

Additionally, customers who creatively capture their experience, share it on social media via the campaign hashtag #SNEAKJOY, and tag the McDonald’s Hong Kong Instagram account, will also be rewarded with free Chicken McNuggets on their return to Hong Kong.

Tina Chao, chief marketing and digital customer experience officer at McDonald’s Hong Kong, said: “This campaign really celebrates the joy of having McDonald’s in unexpected places. Joy is a key value of our brand, and this is a playful way to showcase that we want to enable our customers to experience this emotion anytime and anywhere.”

Andreas Krasser, CEO at DDB Group Hong Kong, said: “This campaign is special: because it taps into and amplifies an existing behaviour, it was of sorts already co-created with customers. We hope it will bring a lot of joy, as well as entertainment, to even more people along the way.”

MARKETING-INTERACTIVE has reached out to DDB Group Hong Kong for more information.

Don't miss: McDonald's HK announces coffee 'retirement': A bold move or a potential misstep?

Back in September, McDonald's Hong Kong dropped a bombshell that it would discontinue certain coffee items on the menu and also bought print ads to make the move known.

McDonald's said on Facebook that it would stop selling its ground coffee (優質即磨咖啡) and roast coffee premium (優質濃香咖啡) from 6 pm on 4 September. While the caption stated that McDonald's coffee “retires”, it thanked its customers for their support over the years. It also took out a full-page cover ad on the front page of Headline Daily (頭條日報), announcing the "retirement" of its "Premium Roast Coffee" and "Ground Coffee".

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