Users of Baidu Map will be invited for a Sakura run under two occasions: A. When Baidu Maps is in use, Sakura icons will appear on the screen if there are McDonald’s stores around. Users can take up the challenge by a click on the icon. B. When Baidu Maps is not running, the user will receive a push up message for the challenge if he/she is within 3km of a McDonald’s store. We will customize the challenge duration based on individual customer’s location. With the help of Baidu Map’s, foodies can dash all the way to McDonald’s and get their reward – a free Sakura cone.

It is McDonald’s China’s first 100% mobile marketing attempt for new product launch, marvelous achievements have been made. A historic 20% conversion rate far exceeded previous figures. 320,000 cones were redeemed through mobile devices. Consumers were crazy about Sakura Cones. They dashed to McDonald’s and brought about a 28% increase in YOY in store traffic and a 150% leap of cone sales! Besides, 20,000,000 visits of the campaign website and 500 thousand shares. 70,000,000 impressions gained on social media, and Sakura Run became Weibo’s hot topic.