The Background

In October 2021, McDonald's Hong Kong has launched the campaign with the most famous boy band in Hong Kong, Mirror, as the ambassador for promoting the new launch of product – Honey Crispy Thigh.

The Objective

• To raise the awareness of the new campaign with the fame of Mirror
• To draw more MIRROR fans to follow McDonald Instagram to get the wallpaper of Mirror
• To drive more post engagement under the giveaway’s posts

The Solution

• PRIZM helped setting up the auto IG bot message, auto Instagram Direct Message will be triggered by specific keyword in the post comment
• Mechanism:
  • Users follow the McDonald's Hong Kong Instagram Account (Optional)
  • Users leave comment under 1 of the 3 specific giveaway posts (The wording of comment must include a specific words/sentence, otherwise the auto-message cannot be triggered)
  • After leaving the specific words/sentence, user will receive a Direct Message from the IG account of McDoanld's Hong Kong, which the message includes the download button of the MIRROR wallpaper
  • Users can simply click the button and download the wallpaper instantly

The Sparkling Spots

• Selecting Mirror as the ambassador and sharing their Wallpaper as the gimmick point
• Simple and direct mechanism flow is easier to attract users to participate and engage

The Result

• 3 giveaway posts have totally driven over 22k likes and over 8k post comments.