McDonald's HK overhauls store decor to reflect MIRROR tie-up

McDonald's Hong Kong is going all out for its latest campaign collaboration with boy band MIRROR to promote its “Crispy Thighs” items. As part of the “Famous Order”, the month-long campaign will see McDonald’s stores being redecorated to feature one of the members of MIRROR. Meanwhile, the store located at Admiralty will also have a makeover, allowing fans of MIRROR to immerse in the celebration in the themed “McDonald’s x MIRROR” store.

The "Famous Order" campaign includes both online and offline touchpoints and boasts a series of ASMR TVCs featuring MIRROR members enjoying Crispy Thighs. McDonald's Hong Kong has also rolled out an AR filter, allowing customers to enjoy the Crispy Thighs with members of MIRROR via AR. Customers can access it via a QR code on the MIRROR packaging featuring one of the 12 MIRROR members with their corresponding colour theme.

In addition, to promote its dedicated app usage, McDonald’s Hong Kong will also give out four sets of MIRROR themed cards to users of its app every week. A special surprise will be given to customers for a total of 16 sets of cards as well as the exclusive behind the scenes content, which is only accessible via the app. To further engage MIRROR's fans, those who make a HK$20 donation to the Ronald McDonald House Charities via McDonald’s Hong Kong app even stand a chance to receive an invite to an exclusive event to celebrate the band’s 3rd year anniversary.

“We have worked with Keung To, Anson Lo and Edan Lui on several successful campaigns this year and are thrilled to be working with the full band this time, celebrating their 3rd year anniversary with our hero product, Crispy Thighs, in so many fun ways. We are also very happy to continue to bring exclusive events and offers to our valued McDonald’s app users," said Tina Chao, chief marketing and digital customer experience officer at McDonald’s Hong Kong. 

McDonald's Hong Kong said the MIRROR "Famous Order" campaign comes at the back of a successful BTS Famous Order campaign. In April, McDonald’s paired up with 21st century global pop icons BTS to collaborate on a one-of-a-kind menu “tour”. This is the first time McDonald’s is bringing its celebrity signature orders programme out of the US. This customised BTS Meal includes the McDonald’s chicken nuggets, fries, a drink, and Sweet Chili and Cajun dipping sauces inspired by popular recipes from McDonald’s South Korea.

“The success of the global BTS Famous Order campaign is no secret, and we are excited for Hong Kong people to enjoy a local Famous Order campaign. We’ve really enjoyed the creative process of collaborating with both McDonald’s Hong Kong and MIRROR to bring joy to their collective fans," said Frankie Fung, chief ceative officer at DDB Group Hong Kong. 

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