McDonald's: Full-heart support for Gaokao

Fast-food restaurant chain McDonald's used a game on WeChat, TV and online video to show support for schoolchildren taking the Gaokao exam and build brand love in China.

Campaign details

Brand: McDonald’s (China) Brand owner: McDonald’s (China) Lead agency: BBDO China Country: China Industries: Restaurants & takeaways Media channels:Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Sales promotion, Social media, Television, Websites & microsites, Word of mouth, advocacy 3 - 5 million

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