McDonald’s Hong Kong is celebrating its 50th anniversary with an interactive campaign featuring 50 Ronald McDonald benches scattered across the city. The initiative, launched in partnership with DDB Group Hong Kong, kicks off a year-long celebration of the brand’s milestone in the city.
The campaign invites participants to take part in a digital treasure hunt, where they can scan QR codes at each bench to collect virtual stamps via the McDonald’s app. With over 500,000 prizes up for grabs, including menu items and digital collectibles, the hunt promises exciting rewards. The first 50 participants to visit all 50 bench locations will win a year’s supply of Big Mac meals.
A video introducing the campaign features local celebrities, including the Hong Kong rap duo Softhard, who were associated with the brand in the early 90s. The duo places benches at iconic locations around Hong Kong, encouraging the public to join the treasure hunt. The video will be followed by eight short clips, released daily during the first week of the year. Each video highlights the significance of the locations and promotes special menu offers for that day.
Tina Chao, Chief Marketing and Digital Experience Officer at McDonald’s Hong Kong, expressed excitement about the celebration, saying, “We are thrilled to commemorate 50 years in Hong Kong, blending nostalgic memories with a hopeful outlook for the future. The treasure hunt is the perfect way to kick off the festivities, and we can’t wait for everyone to join us in celebrating this remarkable year.”
Andreas Krasser, CEO of DDB Group Hong Kong, also commented on the campaign’s emotional appeal. “This is a significant milestone for one of Hong Kong’s most beloved brands. We wanted to create an experience that resonates emotionally with our customers. The Ronald McDonald bench is a nostalgic symbol for many Hong Kongers, like a time machine that takes them back to fond memories. It made perfect sense to start the 50th anniversary celebrations with this iconic piece.”
In addition to the benches, McDonald’s characters such as Grimace, Birdie, and Hamburglar, which were popular in past campaigns, will return for the anniversary. Large-scale ads featuring these characters will be displayed across major outdoor media in the city. A special Star Ferry, wrapped with campaign imagery, will also offer free rides to passengers on launch day.
The Ronald McDonald bench treasure hunt will run through February 5, with promotional efforts across outdoor, television, print, in-store, social, and online channels. This marks just the beginning of McDonald’s year-long celebrations for its 50th anniversary in Hong Kong, with additional campaigns set to follow throughout the year.
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