McDonald’s x Anna Sui Video Content
McDonald’s x Anna Sui video content to launch $1 $2 $3 Dollar Menu and Red Envelope collaboration
Role at IW Group: Script | Video Direction | Editing | GFX
To introduce McDonald’s all-new $1 $2 $3 Dollar Menu, we created a social-first and culture-led campaign incorporating the Lunar New Year holiday. For this cultural holiday, gaining mainstream interest in the U.S.
McDonald’s formed a partnership with internationally-renowned Chinese American fashion designer Anna Sui to create a series of limited-edition red envelopes celebrating the Year of the Dog and everyday value.
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Red Envelopes
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Anna Sui
I wrote, directed and edited short content for Anna Sui to share across her social platforms as well as to create PR buzz.
Additionally, the team creating a collection of Lunar New Year-themed merchandise exclusive to McDonald’s, engaged social media influencers to amplify national awareness of the campaign through content and special giveaways. Then, to create media attention and social buzz, we created a pop-up retro arcade experience in San Francisco, that offered customers the chance to win a set of Anna Sui red envelopes.
The first-of-its-kind collaboration sparked national headlines and impressive social media conversation. The launch positively impacted national McDonald’s business, driving incremental sales and guest counts during the campaign period.
Selected news coverage: SCMP | Fashion Network | Yahoo
Awards:
Cynopsis Digital Model D
PR News’ Digital Awards
Ragan’s 2018 PR Daily Awards
- Winner of Campaigns by Industry > Food and Beverage Campaign
- Honorable Mention for Campaigns by Industry-Beauty, Fashion or Lifestyle Campaign
PRSA NY Chapter 32nd Annual Big Apple Awards
- Winner of Spotlight: Influencers-Campaigns with Budgets of $150,000 or Less
PR Daily’s Digital Marketing and Social Media Awards
- Honorable Mention for Influencer Campaign
- Honorable Mention for Specialty Campaign
