Keeta spreads joy across HK with mobile gift claw truck

Keeta, a subsidiary food delivery brand of Meituan, has launched a online-to-offline campaign combining online lucky draws with a pop-up gift claw truck to drive citywide engagement.

Titled “Next meal, best deal” (下餐Keeta再抵啲), the initiative ran from 21 May to 3 June, targeting the general public with the aim of boosting app adoption, user retention, and sales frequency.

Developed in collaboration with creative agency frengers communications, the campaign partnered with over 2,000 restaurants to offer special discounts to users. Users who spent HK$130 or more via the Keeta app were automatically entered into a draw, with the grand prize being two no-minimum-spend HK$100 dining vouchers. Non-winners received consolation discounts, including a HK$150-off coupon.

To further boost engagement, a giant gift claw truck toured key Hong Kong districts from 23 to 25 May, including Quarry Bay, Causeway Bay, Central, and Tsim Sha Tsui. Participants who followed Keeta Hong Kong’s Instagram and checked in on-site could attempt to claw HK$100 no-minimum-spend dining vouchers or new-user coupon sets.

To maximise engagement reach, Keeta employed a multi-channel approach, including MTR outdoor advertising, digital platforms, and on-ground truck activation games.

In terms of marketing strategy, Keeta centred the campaign around surprise as a core emotional trigger. By transforming ordinary app interactions into shareable and memorable experiences, the campaign aimed to pique user curiosity, driving increased app downloads and usage. The blend of online and offline channels created a seamless user journey, from digital touchpoints such as social media and app engagement to real-world activations, including the pop-up surprise of the gift claw machine.

​Moreover, the campaign was designed to encourage organic sharing through delight-driven surprises, thereby increasing virality and word-of-mouth amplification. Keeta also focused on fostering repeated engagement, such as repeat orders, feature exploration, and referral behaviour, by leveraging CRM and segmentation to deliver personalised experiences based on user behaviour.

"At Keeta, we believe in going beyond convenience - we want to spark joy. With this campaign, we hope to collaborate with our restaurant partners to encourage local consumption and invite more Hong Kong users to discover the fun, diversify, value, and spontaneity Keeta offers every day," said a representative of Keeta.

“With this campaign, we wanted to turn everyday moments into unexpected joys. Keeta’s bold approach to surprise and delight isn’t just creative - it’s emotionally engaging and culturally relevant to Hongkongers. We’re excited to bring that energy to life across every touchpoint,” said Winnie Chan, senior account manager, frengers communications.

Don't miss: Keeta launches first drone delivery route in HK

In another recent move, Keeta officially launched its first drone delivery route in Hong Kong, charging HK$30 per order, as part of its growing ambition to expand overseas amid fierce competition within the food delivery market.

This follows the Hong Kong government's initiative to develop a low-altitude economy, launched late last year to expand flying activities and create new growth opportunities. In February, the interdepartmental working group on developing low-altitude economy (發展低空經濟工作組) reviewed applications for the first batch of pilot projects in the regulatory sandbox.

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