McDonald's - Welcome to Your Night www.mcdonalds.com.hk/english/24hours
McDonald's Hong Kong offer a late night menu after 10pm - It's pretty much the regular menu on 'roids. Double portions, free upsizing, share packs; bigger stuff for hungry people out on a night on the town.
The problem was, the average night out for youth in Hong Kong generally involves holing up in self-contained karaoke booths conducting strange experiments with Coke and red wine whilst deciding how much scotch to put in their green tea.
We needed to introduce them to the great western tradition of borderline inebriation followed by the sweet embrace of a 3am McDonald's binge with a group of your closest sweaty friends.
The problem lay not so much in raising product awareness but in getting these guys out of the neon karaoke dungeons and reminding them what their city has to offer.
We created Welcome to Your Night - a Facebook-based online/mobile platform which turned your night into a real-life RPG. (or 'Role-Playing Game' for those cool enough not to know)
The objective: "Level-up" and receive real-world rewards.
How it worked: Users gain experience points (XP) checking in at real-world locations as well as competing in challenges both on and offline. As a player levels-up, their XP can be traded for real-world rewards such as McDonald's meals or an array of night-themed novelties which could be redeemed online or in-store.
XP could be gained by:
- Checking in at a McDonald's restaurant.
- Completing a series of topical check-ins.
- Competing in challenges and mini-games at various locations.
Hong Kong is home to over 200 McDonald's restaurants within 1000km².
As this was built for a purely Cantonese-speaking audience, allow me to do some explaining along the way: