Hong Kong – McDonald’s Hong Kong has ‘secretly’ partnered with creative agency DDB Group Hong Kong for the launch of its newest ‘#SNEAKJOY’ campaign that gives travellers a chance to enjoy the joy of sneaking.
The social campaign is largely based on the shared experiences of travellers who find some joy in sneaking their favourite food into unexpected places like aeroplanes.
Partnering up with Hong Kong International Airport, the first 1,000 people who show their boarding pass at the airport McDonald’s will receive a free apple pie that they can sneakily enjoy on the aeroplane.
As part of the special promotion, customers will have the opportunity to be rewarded with free Chicken McNuggets on their return to Hong Kong. They just have to share on social media their creative takes of their sneaky flight experience with the hashtag #SNEAKJOY and tag McDonald’s Hong Kong Instagram account.
The campaign will only run for three weeks, or until supplies last.
Tina Chao, chief marketing and digital customer experience officer at McDonald’s Hong Kong, said, “This campaign really celebrates the joy of having McDonald’s in unexpected places. Joy is a key value of our brand, and this is a playful way to showcase that we want to enable our customers to experience this emotion anytime and anywhere.”
Also speaking on the campaign, Andreas Krasser, CEO at DDB Group Hong Kong, commented, “This campaign is special because it taps into and amplifies an existing behaviour; it was of sorts already co-created with customers. We hope it will bring a lot of joy, as well as entertainment, to even more people along the way.”
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