The Background

To celebrate Chinese New Year and interact with audiences in Hong Kong on social platform, McDonald's decided to make good use of the Instagram AR Camera Filter to launch a giveaway game during the festival.

The theme of Chinese New Year was applied in the filter. In the AR Camera Filter Game, participant has to move their heads to hit the icons (eg. Mandarins, Coins, Red Pockets etc). Each of the icons represents different score and the first 130 participants with the highest score will be entitled to one McDonald’s limited edition crossbody bag.

The Objective

This Chinese New Year campaigns aims to raise the awareness with the brand and encourage people to engage in a more interactive and funny way during Chinese New Year, in order to make the Instagram account more active.

The Solution

As an initiator, PRIZM proposed the game idea and develop the Instagram AR Filter Game. During the campaign period, we also initiated to collect all the participation data and thus facilitate the post-campaign analysis.

The Sparkling Spots

To gain attention from the public, the game itself is funny and easy to play with. It is also considered that participant may not be comfortable to show their face, and 2 mask options included to reduce their hesitation to join the game.