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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
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Maggie Shepherd

VP Reputation and Communications

Emily Doskow

Chief Marketing Officer

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Leo Burnett China Promotes McDonald’s Self-Service Kiosk Launch

Campaign shows off new technology with in-store and online activation

McDonald’s is bringing self-service kiosks to its stores across China as it has to other markets globally. Last week, Leo Burnett China launched an integrated in-store and online campaign to communicate the new innovation to Chinese consumers.

A 45-second online video shows a McDonald’s customer, who is also a professional game planner and operator, ordering his customized burger at one of the new kiosks late at night.

On Nov. 30, Leo Burnett sister agency Publicis Vivid organized a “no-crew store” for an afternoon in 41 McDonald’s stores in Beijing, Shanghai, Guangzhou, Hangzhou, Chengdu and Shenzhen. Over a two-hour period, more than 2,700 customers tried the new technology. The kiosks were decorated like slot machines where customers won prizes; winners received free ice cream.

Angie Wong, general manager of Leo Burnett Shanghai said, “McDonald’s never stopped innovating. With digital now dominating all our lives, we found a nice halfway point, which is the slogan we use for the campaign: ‘Technology is there for life more than you think.’ A digital McDonald’s store and the customized services at the self-ordering kiosk will definitely strengthen consumers’ sense of belonging with the brand.”

McD China 2

The new technology is McDonald’s response to a key consumer insight: most young customers do not like spending time standing in line, and prefer to order and pay with mobile applications. They also appreciate the time flexibility of placing their own orders and customizing based on their liking.

Christine Xu, the chief marketing officer of McDonald’s China, said, “McDonald’s is a modern, and highly progressive company. We are dedicated to continuous innovation, and providing convenient, customized, and welcoming dining experiences for our customers. We are a place where customers can experience the future of fast food dining.”