Mcdonald’s hires BiliBili’s top star to celebrate the classics

McDonald’s has officially launched its “Star Love Choice” campaign, inviting stars across China to share their favourite McDonald’s classic products. The multinational fast food corporation took to Bilibili to generate a wave of impulsive fun and leveraged the platform’s top star, Tengri, with a bespoke music video.

With Bilibili being hit amongst young consumers and the birthplace for internet stars, McDonald’s seized the opportunity to collaborate with the platform’s top star, Tengri, to cover their theme songs. Tengri used his famous retro and cute style favoured by the Chinese young, the well-known Mcdonald’s slogan (I’m Lovin’ it) and product features including “La La La La” (which means hot and spicy in Chinese) to spark youngsters’ zeal and positive interaction.

The branded music sensation and accompanying exciting online content triggered further interaction and creation by the content creators on the Bilibili platform.

The campaign also bridged online and offline activity in a clever and funny way by changing people’s associations with MacDonalds’ products in real life, and in particular, the McSpicy Chicken Burger (featured as the favourite in the music video). During the campaign, customers had a chance to receive a buy-one-get-one-free coupon for a McSpicy Chicken Burger provided they sing “I’m Lovin It” and “La La La La” in the store, accounting for an organic link between online and offline.

Choosing the right platform and creating branded content that suits the attributes of that platform can help any brand achieve higher interaction and traffic. The cooperation has garnered over 11.41 million music video views and over 500,000 interactions, prompting brands such as Erke, WeSing, and SAIC Volkswagen to comment on the link.