At the end of June, McDonald’s China introduced its latest chicken offering, the “Thin Skin Caramelised V-wing,” known for its crispy texture and caramelised flavor. To boost awareness, McDonald’s unveiled the “Big V Car” , a customized truck touring six major cities in China from June 26 to July 21. The vehicle distributes real-time gifts and benefits to eager consumers.
On popular social media platforms like Weibo and Xiaohongshu, users enthusiastically shared their experiences encountering the “Big V Car” and the surprises they received. The hashtag #McDonald’s Thin Skin Caramelised V-Wings# garnered 9.06 million views on Weibo, with over 2,600 posts on Xiaohongshu totaling 1,544 views.
Instead of traditional advertising, McDonald’s opted for user-generated content (UGC) to unveil the new product, generating intrigue and fueling user engagement. The “Big V Car” itself is a spectacle, featuring oversized chicken wings that unfold, emitting smoke to simulate baking and enhancing their appeal. As the tour continues, the vehicle attracts netizens and distributes fan merchandise and tens of thousands of V-wing coupons.
Additionally, McDonald’s partnered with DiDi to launch the “V-wing Happy Minibus” campaign, offering users a chance to ride in a specially themed minibus adorned with McDonald’s signature colors and wing-shaped decorations. This interactive setup invites passengers to capture summer moments with themed pillows and interiors.
McDonald’s delivery staff have also joined the promotion, donning exclusive “Big V-wing” costumes to add a humorous touch to the streetscape. A netizen remarked, “The giant Big V Car was impressive, but seeing McDonald’s delivery men in costume was unexpected and hilarious.”
By embracing lively marketing strategies like these, McDonald’s not only introduces its new “Big V Wings” product effectively but also enhances consumer interaction, injecting fresh energy into its brand presence.