First, we launched a thematic TVC and posed a simple question to the children of Hong Kong: “If you could build the McDonald’s of your dreams, what would it look like?”

As entries flooded in by post, online and in our stores, we showcased some of them in newspapers, in online banners, and on social networks. We distributed leaflets in schools, which turned our question into an assignment. We held parties for our Mother’s Club and Kids’ Club. We turned traymats into blank canvases where children could draw their ideas. And online, people voted in the thousands for their favourite ideas, which we then built for real into the 'Most Amazing McDonald’s Restaurant in the World' in one of Hong Kong’s most popular shopping malls.

5.2 million in earned media. Within the space of 3 weeks we got over 10,000 entries. Close to 60,000 votes for the designs. Sold all the items in the store and raised almost $500,000 for charity. And the result we are most proud. Thousands of happy kids and parents.