M04. Best Integrated Marketing Campaign

On the eve of the launch of the all-new Mercedes-Benz CLA electric vehicle, Mercedes-Benz accurately captured two core marketing trends: first, the cross-generational reach of “contrast” content among Generation Z, and second, the spontaneous popularity of “McDonald’s culture” among Mercedes-Benz owners. Coincidentally, McDonald’s launched its premium new product, the White Truffle Flavored Angus Thick Beef Burger. Based on the high degree of product and user fit, the two brands launched a deep cross-industry collaboration, using “This is very McDonald” (a homophone for “Match,” implying mutual compatibility) as the core symbol. Breaking down the barriers between different worlds, and leveraging McDonald’s strong online influence and extensive offline store touchpoints, they created a three-in-one integrated marketing campaign: “online topic explosion + offline immersive experience + celebrity endorsement traffic empowerment.”