Introduction

In an exciting move to celebrate its 50th anniversary in Hong Kong, McDonald’s has unveiled the charming Ronald McDonald benches across 50 iconic locations throughout the city. This delightful campaign, launched in partnership with the DDB Group Hong Kong, is set to ignite a year-long celebration that taps into the special memories many Hong Kong residents have of the beloved fast-food chain.

The Treasure Hunt

The Ronald McDonald bench is not just a whimsical seat but a world-renowned symbol of joy and nostalgia, cherished by generations. To kick off the celebrations, McDonald’s has initiated a treasure hunt: visitors are encouraged to find all 50 benches. This thrilling adventure leads online via social media and the McDonald’s app, where participants can scan QR codes at each bench to collect stamps, unlock fascinating facts about McDonald’s history, and claim their share of an astonishing 500,000 giveaways, including food items and exclusive digital assets. The first 50 lucky treasure hunters to collect all stamps will win a year’s supply of Big Mac meals—an unforgettable reward!

Engaging Nostalgia

In an engaging twist, the campaign features a nostalgic video featuring local icons from the early '90s, including the popular Hong Kong rap duo Softhard, as they strategically place these benches in locations that resonate deeply with the community. Over the week following the launch, eight additional shorter videos will be released, each capturing the magic of a specific location and offering unique promotional menu items.

Statements from McDonald’s and DDB Group

Tina Chao, the chief marketing and digital experience officer at McDonald’s, expressed her excitement: “Celebrating 50 years in Hong Kong is an incredible milestone, and we aim to weave together nostalgia and hope for the future. The treasure hunt is just the beginning of our festivities, and we can’t wait for everyone to enjoy the numerous surprises we have in store!”

Andreas Krasser, CEO of DDB Group Hong Kong, emphasized the emotional connection behind the campaign: “This marks a significant occasion for one of Hong Kong's cherished brands, and we wanted a campaign that truly resonates with our customers. The Ronald McDonald bench serves as a portal to the past, and it was a clear choice to launch our anniversary celebration with something so deeply meaningful.”

Festivities Highlight

Not just limited to benches, the year-long festivities will also bring back familiar faces like Grimace, Birdie, and the Hamburglar, who will reappear in vibrant outdoor displays across the city. In a grand gesture, a specially wrapped Star Ferry adorned with campaign visuals provided free rides to all passengers on the launch day.

Conclusion

The treasure hunt and anniversary festivities kick off and continue until February 5th, with promotions spanning outdoor advertisements, television commercials, print, social media, and more. Expect a continued wave of creative campaigns throughout the year as McDonald’s honors its enduring legacy in Hong Kong—a celebration filled with community, joy, and nostalgia that you won’t want to miss! Mark your calendars, gather your friends and family, and prepare for an unforgettable journey through 50 years of McDonald’s magic in Hong Kong! 🍟🎉