Partnership:

McDonald's and 88Rising

Description:

McDonald's teamed up with 88 Rising (an Asian artist collective) to celebrate the Lunar New Year. The tandem created 3 "digital moments" as part of their campaign. 

The campaign included a IGTV live mini series starring Korean-American hip hop artist Dumbfounded. 88 Rising offered a digital version of the traditional red envelopes for the Lunar New Year to the first 888 customers who bought something from their online store. The envelopes contined the theme of lucky number 8 as they contained two $8 gift certificates to McDonald's.

The third engagement of the partnership was a livestreamed concert hosted on the McDonald's app. Chinese hip hop artist Masiwei headlined the livestream concert. 

The famous burger chain refered to the campaign as "The Golden Start" and ultized the enagements to further establish and connect the McDonald's brand with the Asian-American community .

Partnership Opportunity:
McDonald's /Dining
Partner/Category:
88Rising /Digital
Timing:
February 1st Quarter 2021
Target:
Male
Female
Family
Adults 18-24
Adults 25-34
Adults 35-44
Adults
Promotional Elements:
Licensed Product
Event / Activation / Experiential
Other
Media Elements:
Direct Marketing
Email
Mobile
Online
Social Media
Celebrity Appearance / Endorsement
Created On:
2021-02-04
Last Modified on:
2021-02-10
Companies Involved
Tuck

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