The Background

In honour of Earth Day, McDonald’s Hong Kong has collaborated with Green Monday to distribute 100,000 NEW LUNCHEON Meat McMuffin with Egg to lucky participants. The challenges of this campaign includes rebooting McDonald’s Hong Kong Instagram chatbot to broaden the fan base and boost traffic to their social media accounts.

The Objective

• To reach broader audience through social media, especially the younger generations that is now populating the most popular social media platform, Instagram
• To encourage new and existing followers to interact with McDonald’s social media contents consistently
• To promote the NEW LUNCHEON Meat McMuffin with Egg that is now presented with a new kind of recipe
• To upgrade McDonald’s Hong Kong Instagram chatbot to be more user-friendly so as to avoid discouraging people from interacting with it 
• To celebrate Earth Day 

The Solution

• Upgraded McDonald’s Hong Kong Instagram chatbot by adapting Application Programming Interface (API)  and integration
• API was installed to the chatbot to allow Instagram Direct Message (DM) function to interact with the comment section and automatically send messages to users 
• QR codes generator was adapted to deliver them to lucky participants to redeem their  NEW LUNCHEON Meat McMuffin with Egg in store
• Mechanism:
  • Participants are required to follow McDonald’s Hong Kong Instagram account
  • They then needed to post a comment saying “I’m a Green Lover” under the promotional post for the introduction of the  NEW LUNCHEON Meat McMuffin with Egg
  • Successful participants will receive an automated message from McDonald’s Instagram chatbot with a unique QR code attached to it 
  • Participants can redeem their McMuffin at any McDonald’s Hong Kong self-ordering kiosk or regular counters 

The Sparkling Spots

• The simplicity of the Instagram Bot campaign encourages the public to participate
• Attained a 24/7 service via Instagram Direct Message Bot to optimize customer engagement. An automated message with a redeemable QR code will be generated when the participants comment a sentence 
• Approachable way for engagement: Participants only need to comment a sentence and they would automatically received a QR code via Instagram Direct Message Bot
• The incentive to be one of the very few people that gets to try a new product for free is also another encouragement for the public 
• Utilizing a global event, Earth Day, to attract more audience 

The Result

• Received more than 100,000 comments
• Accumulated nearly 200,000 engagements on Instagram
• Sent more than 100,000 automated direct messages 
• Increased the number of followers to more than 70,000 users