McDonald's
50 Benches
DDB Hong Kong | McDonald’s Hong Kong – 50 Benches
To celebrate McDonald’s Hong Kong’s 50th anniversary, the Ronald McDonald Bench was identified as the perfect nostalgic device, evoking five decades of shared memories between McDonald’s and the city. 50 Ronald McDonald benches were placed at 50 iconic locations across Hong Kong and the public were invited to participate in a gamified treasure hunt to find them all. QR codes at each bench unlocked exclusive content and prizes.
The initiative not only made the brand the city’s hottest topic, driving brand affinity to historic highs, but it also boosted McDonald’s monthly sales to its highest point in 50 years.