McDonald's Hong Kong once again features MIRROR in campaign, celebrate anniversary of app relaunch

McDonald's Hong Kong has once again partnered with three members of MIRROR in the latest short movie, showcasing its app's feature with more than 1.5 million views after the premiere on social.

In the short movie shot by director, Yuen Kim-wai, Keung To, Anson Lo and Edan Lui competed with each other for the lead role in a basketball drama. Keung eventually won the heart of the director and became the main character of the drama, as he possessed better skills with swift moves on the basketball court. McDonald's Hong Kong associates Keung's skills with its app mobile order and payment features, which allow customers to order, pay and take in just a short period of time with convenience.

In reality, Keung plays basketball and this is one of the things that he is passionate about. McDonald's Hong Kong said this video can delight Keung's fans as they can see another side of his talent, and he won the lead role in the basketball drama in the short movie was a reasonable result.

McDonald's Hong Kong said the short film and its trailer were popular, with more than 1.5 million views since launch. The campaign will run for the duration of the value offer period which will end early next month.

“We really hope to delight the fans with this campaign who have helped make the app a success. We’re excited that by partnering with YouTube, we are taking yet another big step in having digital lead our communications," said Tina Chao, chief marketing and digital customer experience officer at McDonald’s Hong Kong.

Currently, more than 2.5 million users have downloaded McDonald's Hong Kong's app after its relaunch last year. To celebrate the relaunch, McDonald’s Hong Kong has also launched a 15-day value campaign, which is aimed at emphasising various features of the app, such as how to beat the queues, value deals, or other exclusive offers, including a wide variety of offers exclusive to app users which will be announced through a series of daily TVCs featuring Keung To, Anson Lo and Edan Lui.

“The team have relished working within the format of short films as it provides a greater capacity to really tell a story and to entertain. Having the actors put on an actual performance adds an extra element of authenticity and this, as well as the amount of content created and level of production, really meets the higher expectations from customers for brands today," explained Frankie Fung, chief creative officer at DDB Group Hong Kong.

In April, McDonald's Hong Kong rolled out a five-minute video featuring Keung To, Edan Lui and Anson Lo, telling an office love story among three boys. Keung was a new employee at the company in the video and instantly caught Lui's eye when he was being introduced. However, Lui was in a relationship with Lo, but he could hardly stop his affections for Keung. At the end of the video, Keung eventually won Lui's heart with a Big Mac ordered by the upgraded McDonald's app.

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