A digitally led integrated campaign, DDB Sydney and DDB Shanghai teamed up with Meitu, China's largest photo sharing app (the Instagram of China), which has over 20 million daily users. The agencies started with a craving-inducing offer: Free Fries. Then with Meitu they created a bespoke McDonald's 'Fry finder' for the app. The agencies then invited people to take photos of anything that resembled a McDonald's Fry. Which they could then share and exchange for free fries. DDB Sydney and DDB Shanghai drove people to the 'fry box view finder' they created within the Meitu photo app, with point of sale, ambient media, social seeding, and a television commercial. These channels not only generated awareness for the campaign but educated consumers on how the game worked, demonstrating how 'thin yellow objects' could remind you of Fries.
