McDonald's SG pushes out 'McDelivery Night In' campaign with branded Jenga set

McDonald's Singapore has released its limited edition Jenga sets as part of its "McDelivery Night In" campaign. The two Jenga sets, fashioned after the brand's iconic Big Mac and French fries, will be available for a week from 16 November and 23 November 2021 respectively. To get an exclusive McDonald's Jenga set, fans simply have to purchase any one of the five Jenga set bundles, available only via McDelivery.

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To promote and build hype around the new campaign, McDonald's Singapore has been pushing out social content since 11 November 2021. To further entice fans, it unveiled a 24-hour advance sale on its Big Mac Jenga set, exclusively for McDonald's subscribers. To join McDonald's subscription, consumers will have to update their McDonald's account preferences to agree to receive marketing materials from the company.

The fast-food chain had 2,000 Jenga sets for its advance sales, which sold out in less than six hours.

However, a quick search by MARKETING-INTERACTIVE showed that scalpers have already begun reselling the limited edition Jenga sets for as much as SG$69 on Carousell. 

At the same time, McDonald's worked with SGAG to let fans watch the latter's team have a go at the newly-launched Big Mac Jenga set. The video was livestreamed on McDonald's Singapore and SGAG's Instagram on 15 November 2021. MARKETING-INTERACTIVE has reached out for comment. 

The "Night In" campaign was first launched in October 2019 to celebrate the joys of staying in and enjoy the convenience of food delivery while lounging about. It launched an exclusive loungewear set and a complimentary sleeping mask, available to consumers who made a purchase of SG$18 and above using the promo code "mcdnightin" only via McDelivery. Meanwhile, the loungewear collection was available to both male and female consumers who ordered the McDelivery Night In Bundle for SG$24.90. 

In the second instalment of the campaign, McDonald's partnered with Klook in March this year to launch two staycation packages at the Oakwood Premier AMTD Singapore, one for couples and another targeted at families. Each staycation package came with exclusive McDonald’s take-home merchandise such as the McDonald’s loungewear set, cushions, eyemasks, as well as in-store dining vouchers. Later in April, McDonald's released a 45-second spot that mirrors the newfound joys of staying home, or better known as “Cocoon Culture”. Featuring an original, soulful music track to capture the essence of a night-in, the film aims to celebrate the night-in crowd who unabashedly revel in spending their quiet time indoors, either alone or with their loved ones.

Separately, McDonald's Singapore appointed Drina Chee as its senior director, marketing and digital customer experience In September last year. Chee takes over the role from Agatha Yap, who spent almost 13 years with the brand in Singapore and China. In her new role, Chee oversees marketing and digital customer experience for the Singapore market. 

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