Leveraging Weather To Boost Tea Trials

Yangguang, a new fruit tea contender in China, aimed to boost consumer trials and awareness in a market dominated by established brands. To overcome its challenge of low recognition and limited distribution, Yangguang partnered with McDonald’s to offer their tea across all outlets nationwide as a key tactic for consumer trial recruitment. The strategy utilized a campaign named ‘Operation Sunshine Detective’, inspired by the brand’s association with ‘sunshine’ and adjusted dynamically to weather patterns. This campaign was targeted at urban Gen Z consumers through a gamified, weather-triggered advertising approach on the Moji-weather app. It involved real-time clues linked to the weather, prompting users to redeem digital coupons for a trial at nearby McDonald’s outlets, thus driving traffic and product sampling. The campaign’s execution leveraged location-based technology to optimize resource use and met its objectives by aligning innovative technology and strategy for targeted audience engagement.