【McDonald's Spokesperson】 Mirror discussion beats BTS
The most popular boy bands in Hong Kong in the past six months are Mirror and Error. It is not difficult to see one or two of their ads on social media, TV, or on the streets. Recently, an advertising media monitoring company reported that among the 50 brands with the highest Instagram advertising expenditures, 27 were promoted by MIRROR or ERROR, accounting for more than half of the total.
uMax Data also used the well-known Hong Kong brand, McDonald's, for analysis, and the results were similar to those in the aforementioned report. It was discovered that netizens have indeed shifted their discussion focus toward sponsors over the past year. Among the sponsors, Mirror and Error's popularity is the highest.
McDonald's official page message endorsement attention rise
By observing the McDonald's page from June 2020 to June 2021, it was found that the focus of the overall comments was very different in the six months. In the second half of 2020, more than 90% of the replies were related to "discounts" and "new products". The most popular post during that period was McDonald's encouraging netizens to exchange comments for discounts. In the first half of 2021, "endorsement", which was hardly mentioned in the past, suddenly rose sharply to half of the overall replies, reflecting the shift in netizens' focus and also showing that McDonald's own promotion strategy has changed.
The hottest in town: Mirror Error is more popular than BTS
In the past year, McDonald's has collaborated with three different groups of artists. In addition to Mirror and Error, Eason Chan has also endorsed McDonald's from time to time for many years. Moreover, this year McDonald's around the world jointly launched an exclusive package for the Korean boy band BTS, which became a hot topic. Comparing the influence of the three groups of artists on Hong Kong social media, Mirror and Error have the highest volume and popularity of discussion. McDonald's launched the "Kang B Meal" for Kang Tao, which caused heated discussions in the city. As for the BTS endorsement, although it is an international project, the discussion heat is only half of the former, reflecting that the popularity of Hong Kong boy bands in Hong Kong is now higher than that of internationally renowned Korean groups! Eason Chan, who has been the spokesperson for McDonald's for many years, has the weakest online discussion.————————————————————–
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