McDonald’s is the world’s largest chain of fast food restaurants, with over 200 McDonald’s restaurants in Hong Kong and more than 10,000 staff. McDonald’s Hong Kong yearly “Colors of Summer” campaign inspires consumers to associate the bright and fresh feeling of summer with McDonald’s colourful desserts and drinks. In its fifth edition of the “Colors of Summer”, McDonald’s aimed to surpass previous summer successes by elevating the level of engagement, relevancy and connection with its customers. For this campaign, McDonald’s wanted to engage the young, trendy and internet savvy female consumers in Hong Kong. To reach this audience, McDonald’s needed a unique and compelling solution that would build a long-lasting relationship with users and attract customers to McDonald’s restaurants.
With the help of Microsoft® Advertising, creative agency DDB Hong Kong, and media agency OMD, McDonald’s devised an innovative campaign – a virtual Hello Kitty that interacts and chats with users on Windows Live Messenger. The Hello Kitty Windows Live Agent, the first Windows Live Agent launched
in Hong Kong, complemented the point of sale promotions in McDonald’s restaurants. Running from July to early September 2008, the McDonald’s “Colors of Summer” campaign made use of a full range of media, and the heart of the campaign was designed around the theme of instant messaging – a perfect fit for the target audience of young female consumers in Hong Kong.
McDonald’s launched the Hello Kitty Agent to much fanfare, featuring Hello Kitty on the “Colors of Summer” web site and television and print commercials. Adding HK$10 (U.S.$1.30) to any HK$17 (U.S.$2.20) food purchase, consumers could redeem one of 16 “Hello Kitty Messengers” – specially designed Hello Kitty plush toys featuring cute emoticon faces. By adding the Hello Kitty Agent email address, kitty.messenger@hotmail.com as a friend on Windows Live Messenger, users could begin chatting with the Hello Kitty Agent in their quest to collect 19 unique Hello Kitty emoticons, three of which were special edition emoticons. Starting a chat with Hello Kitty and correctly entering codes found on the packing of the “Hello Kitty Messengers” plush toys earned users emoticons from the Hello Kitty Agent. Players could also earn more emoticons by answering questions from the Hello Kitty Agent such as “What’s my sister’s name?” and “What’s my favorite food?”
Results:
Using Windows Live Agent, McDonald’s added a new interactive dimension to its promotional campaign. With Hello Kitty brought to life on Windows Live Messenger, spontaneous user enthusiasm helped to spread the word and generated results that have greatly exceeded McDonald’s expectations. By using a nonintrusive medium to interact with users, McDonald’s engaged consumers on a closer level, and enhanced overall brand perception of McDonald’s and the “Colors of Summer” campaign.
Over 70 million messages were exchanged in chat sessions with users and the Hello Kitty Agent on Windows Live Messenger. A total of 65,000 users added the Hello Kitty Agent to their contact list on Windows Live Messenger.
The Hello Kitty Windows Live Agent triggered a huge following in Hong Kong, especiallyamong the young female target audience. Many ardent fans spent much time interacting with the Hello Kitty Agent to accumulate the full collection of 19 emoticons. The search for tips and tricks to complete the Hello Kitty emoticon set spread to Hong Kong’s chat forums and blogs, where people exchanged hints and how-to’s for collecting the emoticons while others proudly displayed how many emoticons they had earned. During the campaign period, local search engines reported jumps in searches for keywords including “McDonald’s”, “Hello Kitty Messenger”, and “Hello Kitty emoticons”.
Synergy between McDonald’s and Hello Kitty saw a more intimate relationship built between consumers and McDonald’s, which translated to more sales throughout McDonald’s restaurants in Hong Kong. Popular designs of the summer-colored Hello Kitty plush toys were sold out, and cash registers rang up higher sales as consumers all caught onto the Hello Kitty fever.
The Hello Kitty Agent has achieved exceptional brand engagement levels among consumers. With 65,000 users adding Hello Kitty to their contact lists, and 70 million messages exchanged, the “Colors of Summer” campaign used an innovative medium to increase brand awareness, generate lively online discussion, and boost sales.
