Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
@comm has an insight into what happens to consumers at McDonald's that they may forget years later, but the table serves as a vehicle to "remember". So, we personifying the small McDonald's table as a wheat table, telling the story of people left behind, and in the form of the story of the united pear video, eslite bookstore and theme store collection and dissemination activities, to wake up the memory of the lost story.
Solution：
Start @McDonald's Table, build a platform for stories
McDonald's created the @McDonald's Table, an anthropomorphic image that records and tells stories from the perspective of a third person. Like a real friend in everyone's life, @McDonald's Table is willing to listen to stories and troubles and occasionally give his advice. In this campaign, we invited the KOL @true story project to collaborate to help the brand discover stories. Through online solicitation and offline interviews, the real story project works with McDonald's to find 25 stories left on the table.
McDonald's & pears video
In addition to the self-built position of @wheat table, McDonald's also cooperated with video pear and QQ reading in the online communication of this campaign, spreading the stories carried by the table through video + text. McDonald's chose video platform in pear - online video story, there is a prize collection activity, encourage the photographer in mining the story at the same time to help the brand spread the story. The concise and clear theme and offline restaurants with high coverage have lowered the threshold for photographers to participate in activities and spread content.
3, QQ reading
On QQ reading,@McDonald's Table became the author, with "the story of this table and those people" as the name of the story serialized. Nearly 100 stories of 8 themes are connected together to stimulate readers' curiosity through love, friendship, family love, overnight spending, McDonald's toys and McDonald's restaurants in different countries.
4, theme table stickers
Eight themes that consumers like are extracted from the brand connotation to make table stickers, and the concept of stories is embodied so as to attract consumers' attention and share.
"true story find" theme store
Taking advantage of the topic heat of story collection in the first stage, set up the offline McDonald's "true story finding" theme store, and cooperate with KOL "true story project" to share and collect true stories. Customers can get a customized true-story postcard at the theme store to write their own stories with McDonald's. Online release of story solicitation and push, and use real story plan to interact with McAidesai weibo. KOL retweets indicate that they want to be based on the line, implying the following offline activities.
Cooperate with eslite bookstore to bring the story offline
Four days after the true story location opened, McDonald's used the collected stories to stage an exhibition of "your stories on the table" at eslite bookstore suzhou. In the center of eslite life's photosynthetic square in suzhou, a huge pure white table is set up with 38 true stories spread out on it.
McDonald's makes the table, which is always neglected in daily life, come back to people's vision through such a powerful way of expression as offline exhibition. No matter it is the theme store after comprehensive transformation or the story exhibition of eslite bookstore, these offline stories born around the story of the table are finally returned to the online, helping McDonald's reach more people who like eslite bookstore and stories.
Result：
