CHINA — In a push to strengthen the connection between Chinese commuters and Western-style breakfast, McDonald’s China on Monday gave away 2 million bacon-and-egg pancake vouchers in Beijing, Shanghai, Guangzhou and Shenzhen.
The "Seize the Day" campaign, created by Solar Moon, integrates online video with social media on China’s Weibo and WeChat platforms as well as in-store activations. Tactical executions will follow every Monday for the rest of the year.
The campaign debuted the Monday after Spring Festival — China’s biggest holiday for family reunions, when city dwellers often return to their home towns. Meanwhile, the target market for McDonald’s campaign is white-collar workers who have moved to China’s big cities and often face urban anomie during their daily commutes. "Migrants from other parts of China have a tougher life in first-tier cities, so there is a bigger demand for breakfast," said Christine Xu, vice president and chief marketing officer at McDonald’s China. "This consumer need has adjusted our media strategy with a vast majority of space bought on transit media. As the breakfast decision is very close to the point of purchase and not the night before, so cooperation with mobile platforms ties in well."
Breakfast makes up less than a fifth of McDonald’s total sales in China, compared with about one-quarter of sales in the United States.