The Leo Burnett campaign features a 3D football game on its website at www.mcdonalds.com.cn. Shantel Wong, senior director of marketing for McDonald's China, said the website presented a communication channel for McDonald's to interact with customers in China.
The site also features an e-coupon component with a viral element for users to forward coupons to other internet users. There are also downloads and a detailed World Cup schedule. The site aims to drive McDonald's m-coupons, which appear on mobile phones and can be redeemed at outlets for meals after customers show e-coupons on their phones to the cashier.
The second stage of the campaign will run through June.
