MDS (McDonald's Delivery Service) is always trying to deliver happiness to more and more consumers. This time MDS chooses to serve pet owners, a new market segment that may set MDS apart from other competitive brands. Hopefully we will bring more fun to you and your pets at those beautiful moments.

In the era of pet economy, cute pets have long become a family member and pet owners really enjoy the touching moments of staying home with their pets. MDS hopes to bring more fun to you and your pets at those beautiful moments. It is a creative form of brand crossover in which the “Burger Box & Happy Cat” product is sent to the consumer through the order-based “pet supplies” delivery service.

In the era of pet economy, cute pets have long become a family member and pet owners really enjoy the touching moments of staying home with their pets. MDS hopes to bring more fun to you and your pets at those beautiful moments. It is a creative form of brand crossover in which the “Burger Box & Happy Cat” product is sent to the consumer through the order-based “pet supplies” delivery service. This naturally creates a market segment setting MDS apart from other competitive brands, and MDS hopes to bring more fun to you and your pets at those beautiful moments in this way.

1. Product design

By integrating the unique brand asset —— McDonald’s classic hamburger elements into the design of Burger Box & Happy Cat, we ingeniously present the concept of brand crossover, i.e., “cat out of a burger box”, which naturally gives an inherent propagation attribute to the product.

2. Product experience

To make consumers feel more pleasantly surprised and increase their brand preference, we offer such items as instructions/cat scratcher/DIY stickers/customized external packaging in addition to the cat bed. Additionally, clever designs in the product and experience also encourage consumers to create UGC and share their use experience.

3. Communication

The viral marketing campaign, which served as a warm-up for the official product release, was staged on platforms like RED, Weibo and WeChat. Vivid and interactive recommendations created a hot topic about the new product, which stimulated consumers’ buying inclination.

Creative visuals convey true feelings of pets and highlight their cuteness. VIDEO is presented in the form of felt based stop-motion animation to show some moments of interesting interaction between pets and their owners.

The viral marketing campaign, which served as a warm-up for the official product release, was staged on platforms like RED, Weibo and WeChat. Vivid and interactive recommendations created a hot topic about the new product, which stimulated consumers’ buying inclination. The “Burger Box & Happy Cat” product became “highly sought-after” before the official product release. On the date of product launch, the rush to place orders triggered by the warm-up evolved into an event that arrested great attention. The sense of pride originating from the scarcity of the product resulted in constant order-sharing, which developed into a phenomenal event beyond the pet-lover community.

With RMB3mn marketing budget, the "Burger Box & Happy Cat" product was sold out within 10 minutes after the beginning of official sale. During this period, MDS sales increased by 33.5% year on year, driving the brand’s new customer growth of 17%. The topic # McDonald’s Burger Box & Happy Cat # attracted 300+ million searches.

On December 7, the topic # McDonald’s Burger Box & Happy Cat # ranked 4th in Weibo trending search list and 1st in TikTok trending search list.

On December 7, the topic generated 68,861 Baidu searches.

The topic also catalyzed 11,000+ UGC articles on RED, and one of such notes received 13,000+ likes. The sharing of orders by ordinary consumers gave rise to many popular articles.