TVBJade teaser promos kicked off the campaign to drive viewers home the once-in-a-lifetime chance of celebrity McDelivery. This immediately drove calls as viewers pursued a special moment with their favourite star. TVBJade followed the stars to film them zipping through the streets in McDonald’s uniforms on McDonald’s bikes and capture the surprise and delight of the customers when their special moment arrived.

The stars didn’t disappoint. Each encounter provided fresh spontaneous content including impromptu performances at birthday parties, unscripted conversations, and shared dancing/singing routines. Following each celebrity McDelivery mission, 1-minute segments were aired on TVBJade and McDonald’s in-storeTV; and shared on Facebook and YouTube. Exclusive extended content could be seen on TVB entertainment news programmes, TVB Weekly and mytvb.com.While viewers were engaged in these special moments, different benefits of the McDelivery service were subtly communicated in various creative executions including 24hr delivery, home/office delivery and delivery of chilled items.

McDonald’s site : - More than 2 million monthly unique visitors (increased by 7.8 times)- More than 70 million monthly page view- Visits per user jumped from 1.5 times to 9.6 timesOther sites : - More than 133,700 views in tvb.com & YouTubeMost importantly…. delivery sales boomed after launch- Sales up by 104.2%- Guess Count up by 106.8%