Then came our insight: Unless you’re really hungry, 18 nuggets are made for sharing. So to highlight the fact that ‘It’s fun to share’, we didn’t just talk to our customers 1-to-1. Instead, we created a promotion they had to share to enjoy.

We created a giant-sized share box at one of the busiest tube stations in Hong Kong – offering free coupons to potential passers-by. But there was a catch. The box featured 18 redemption buttons. And to take up the offer, you had to press all 18 buttons simultaneously. So naturally, passers-by had to collaborate with friends and even strangers to help each other.

Over a 3-week period, over 20,000 participants shared the fun experience – with an average of 4 people collaborating each time. Sales of 18 nuggets were 3 times higher than anticipated. And hundreds of comments and articles were shared through social media. Which just goes to show: It’s always fun to share.Originally planned for a limited time only, the launch of McDonald’s 18 Nugget ‘Share Box’ was so successful, it will soon return to the menu permanently as a staple product alongside the standard 6-nugget option.