TBWA\Shanghai has developed a new integrated campaign for McDonald’s China to promote the arrival of the Angry Birds Burger Collection to restaurants across China, ahead of the Angry Birds movie launching at the end of May.
The additional burgers include, the Angry Red Double Chicken Burger and the McDonald’s Fried Pork Patty and Steamed Egg Burger.
Said Frank Marinus, Regional Creative Director at TBWA\ Shanghai, “The creative idea, ‘Unleash Outrageous Fun’ opened up enormous opportunities for the brand agency to develop a fully integrated campaign that is highly engaging and fun. With the knowledge that younger Chinese people fully engage with avenues that help release the pressure of daily life, the Angry Birds platform experience provides just that.”
The campaign began to roll out with the first film entitled ‘Red’ breaking April 20, 2016, followed by ‘Green Pigs’ launching May 10.
To celebrate, selected McDonald's flagship restaurants will be decorated with the Angry Birds theme to drive further experience with the ‘outrageously fun’ characters, in addition to the Angry Birds mobile game designed to allow players to unlock special game modes and win Power-Ups or an AR picture.
TBWA\Shanghai also partnered with Leo Burnett Shanghai ARC Team and Consultancy, OMD Shanghai and NIM Digital to unleash a fully integrated ‘Fun’ experience.