Case Background
In order to strengthen the connection between the brand and users’ minds and enhance the favorability among social users, McDonald’s Germany launches the “Ostercountdown” (Easter Countdown) campaign every year before Easter. This time, McDonald’s hoped to leverage the creativity of the Tuke platform to inspire broader user participation in brand co-creation through more diverse and creative formats and styles.
Solution
McDonald’s collaborated with InSocial to launch a large-scale Easter countdown celebration on Tuke, using the #Ostercountdown brand challenge as the starting point. Platform users were encouraged to showcase their creativity for Easter, such as DIY projects or Easter makeup, accompanied by the designated brand music. The brand music started with a countdown of “3, 2, 1,” which not only heightened audience anticipation but also provided creators with more guidance for timed creative content.
In addition, to reach a wider audience and encourage more participation, McDonald’s also invited six German influencers to kick off the campaign by interpreting different things that can be showcased in daily Easter life through creative short videos. The support of TopView and In-Feed Ads also multiplied the campaign’s exposure at the start, driving more people to participate.
Marketing Results
This Easter campaign by McDonald’s Germany achieved great success, with the brand challenge videos garnering over 1.8 billion views. Thanks to Tuke’s vibrant community ecosystem, which fosters the continuous fermentation of creative content, the campaign attracted more than 400,000 participants worldwide, with a participation rate as high as 12.98%. According to the BLS study conducted after the campaign, the brand’s ad recall increased by 27.9%, and awareness increased by 8.2%.
