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Pop Sigma Serves up Millions of Views with Rap Viral Video Campaign for McDonald’s in China
Campaign produced by Pop Sigma in collaboration with Tribal DDB to introduce McDonald’s new “Zero Burden” promotion for consumers in mainland China features rapping, beat-boxing, and a dramatic love story.
Shanghai (PRWEB) December 10, 2010
Pop Sigma, a Shanghai-based media and entertainment solutions company, has produced a viral video campaign to raise awareness of McDonald’s new “Zero Burden” promotion. The promotion allows consumers to use coupons issued by competing restaurants at participating McDonald’s locations. The campaign was produced in partnership with Tribal DDB.
The campaign uses rap music as its central medium to promote McDonald’s “Zero Burden” theme. The main character is American rapper “MC Zero” who raps fluently in Chinese, backed by a Chinese beat-boxer. Top viral director Hu Ge directed another video in the campaign focused on the “Zero Coupon.” Viewers of the video have a chance to play an interactive game in which they have a chance to win an iPod touch. Since its launch in early November, the campaign has generated millions of views on the major Chinese social media sites.
“Nowadays, most viral videos are under two minutes,” says Matt Lovett, Partner at Pop Sigma. “Hu Ge consistently creates memorable works that are twice as long. When we brought him on to direct the coupon promotion video, he created a love story that spanned three decades. It’s something completely genre-defying and people who have seen it don’t forget it.”
“Tribal DDB is proud to push the envelope with this exciting new campaign. We feel McDonald’s will greatly benefit from this campaign that showcases exciting branded content to increasingly demanding audiences that have seen it all,’’ said Jackie Wang, Associate Creative Director at Tribal DDB, Shanghai office.
“Pop Sigma is pleased to work with McDonald’s in China creating some solid, fun, and memorable branded entertainment,” says Felix Desjardins, Partner at Pop Sigma. “We were tasked with an extremely tight production schedule and were successful in meeting or exceeding all stakeholder expectations.” The McDonald’s campaign is the latest in a string of recent projects Pop Sigma has completed for a number of high-profile international clients on the Chinese mainland.