On April 26, 2018, the“Digital Media Awards" was held in Shanghai, hosted by Campaign magazine.
McDonald's“Hey, this table has a story”stood out from many cases in the asia-pacific region with innovative strategies, unique ideas, high-quality content and team execution, and won the industry award of Campaign Digital Media Awards together with tencent public welfare (corporate image and information and corporate social responsibility).
In this category, there are only 2 winners in the whole Asia Pacific region.
@comm won the same award as the refresh-level case "1 yuan for kids gallery -- tencent public welfare" in friends circle, which is enough to prove our strength in integrated marketing.
With regard to Campaign DMA, the China digital media awards aim to identify and recognize the best and most innovative digital marketing works, enterprises and talents in greater China, and push the winners to the international stage through the global resources of Campaign media. Due to the rigorous evaluation criteria, the awards in the Asia Pacific region have a result of 0 gold and 0 silver in many categories.
McDonald's“hey, this table has a story”uses“the true power of the story" to remind consumers of the good memories they had at McDonald's, and to build emotional connections with them.
We use“real story discovery" to build emotional connection with customers with real stories happening in McDonald's.
● Online use of text and video form collection & dissemination, PGC drive UGC, achieve content co-creation
● Offline to create a real story to find the theme store, cross-border cooperation with eslite bookstore theme exhibition
This activity breaks the fixed impression of fast food industry in consumers' mind, expands consumers' cognition of the brand, and establishes a new impression of“McDonald's is a warm place full of stories" in consumers' mind.
Since its establishment in 1999, @comm has been observing the trend of digital market environment and paying attention to the changes of marketing patterns in the future. Today, @comm redefines integrated marketing based on content marketing.
Based on deep insight into consumer groups, @comm creates creative and entertaining content with real big data, immersive experience and no platform boundary. We will "customized content" with the new economic model derived from the seamless integration of multiple platforms, dissemination of brand image, at the same time give brand a stronger vitality, promote online and offline sales.
The future, @comm will stick with integrated thinking, the challenges of content marketing, always committed to providing the latest and most advanced entertainment experience, through the strategic thinking and IP resources, professional planning team leading and content, channel, transmission and platform resources integration, the superior quality make combined with electricity and the new form of content integrated marketing channel sales demand.
