McDonald's: Full-heart support for Gaokao

Fast-food restaurant chain McDonald's used a game on WeChat, TV and online video to show support for schoolchildren taking the Gaokao exam and build brand love in China.

Campaign details

Brand: McDonald’s (China)Brand owner: McDonald’s (China)Lead agency: BBDO ChinaCountry: ChinaIndustries: Restaurants & takeawaysMedia channels:Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Sales promotion,...

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