McDonald's SG shakes up the school holidays in marketing push to families -

McDonald’s SG shakes up the school holidays in marketing push to families

McDonald’s Singapore has launched a campaign where customers can dance for free ice cream. Titled “Shake N’ Dip”, the campaign is all about having fun together as a family, featuring its roasted sesame and seaweed McShaker fries and smoky nacho cheese sauce, a McDonald’s Singapore spokesperson told MARKETING-INTERACTIVE.

McDonald’s kicked off the campaign with a promotional video which showed a family dancing to a “Shake N’ Dip” song. McDonald’s then shared photos and videos of what went on in the making of the ad, inviting people to try their latest products. 

It also added, “What’s more, show us your Shake ‘N Dip dance moves and enjoy a free ice cream cone on us”. Customers simply had to find the manager at any McDonald’s outlet and do the Shake ‘N Dip dance to redeem a vanilla ice cream cone for free. According to McDonald’s spokesperson, the campaign will be marketed via in-store, OOH, print ads, radio, social and sponsored posts. 

mcd shake n dip behind the scenes

Additionally, McDonald’s will also host a family carnival at Jurong Point from 10 to 12 June, and at City Square Mall from 17 to 19 June. The carnival will feature a giant bouncy burger castle, ball pit, as well as games inspired its Shake ‘N Dip treats, where customers can stand a chance to win limited-edition McDonald’s merchandise. To enter the carnival, participants have to spend a minimum of SG$7 at McDonald’s and show their receipt to the carnival staff. “Timed with the June school holidays, our activities also add for more engagement with our customers to foster family togetherness and bonding,” the spokesperson said. 

As Father’s Day falls during the school holidays, McDonald’s also upped its ante from 17 to 19 June, where customers can enjoy a free Family Meal in the form of a Be Our Guest card, which works like a coupon. However, during this period, customers will have to do the Shake ‘N Dip dance with their fathers to redeem the free meal. 

Separately, McDonald’s Singapore previously launched a Ramadan campaign told in the form of wayang kulit, a traditional form of shadow puppet play. Titled “Ramadan: My Happy Tale”, the campaign features a short film about an interracial couple, Budi and Peony, who bonded through their shared interest in food. The 12 characters and props used in the story were made-to-order. Following wayang kulit’s traditional methods, each leather puppet was cut, punctured and painted entirely by hand, McDonald’s explained then.

Drina Chee, head of marketing and digital customer experience, McDonald’s Singapore said then that as a brand that brings people together, it is delighted to celebrate the spirit of Ramadan with an inspiring story of love and inclusivity. “In bringing this year’s ‘Ramadan: My Happy Tale’ to everyone, it’s been a real privilege to be let into our customers Peony and Budi’s world as they share their feelings as an inter-racial couple. Just as our food transcends cultures across the world, we hope their story will remind us all that love can equally transcend our differences,” she added.

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