Li Lei and Han Meimei teach you how to order at McDonald’s.

4월 15

게시자:

At the end of January, McDonald’s posted a “story” of “Li Lei and Han Meimei” on Chinese social media. This time, the two main characters are in the class overseas traveling.  They order at McDonald’s restaurants abroad. In this brief conversation, we have learned a lot of practical and everyday English knowledge and taught us how to express the typical products of McDonald’s in authentic English. Li Lei and Han Meimei are two fictional characters in the English textbook published by the Chinese people education in 1990, and the English book for the main characters is widely used in China, with hundreds of millions of people. So Li Lei and Han Meimei are the main collective memories of China’s post-80s generation and some of the post-90s generation. These two virtual characters have become symbols of the youth and campus of this generation. Although these two characters have gradually faded from the textbooks since 2000, the stories about li lei and Han Meimei have been continuously written by the public, songs, films and so on. McDonald’s has not missed this IP.

McDonald’s on the painting style is still continuation of the current English teaching materials in the style of the pictures and simple English to play with, only this time the two people in the dialogue of added a lot of “McDonald’s” element, such as: Big Mac (Mac), Fries (chips), and the Second half price (Second half), and so on. Not only that, but the dialogue also restored the characters in the original textbook. Han Meimei, as a student with excellent performance, helped him translate when he saw li lei didn’t understand the waiter’s questions and kept the dialogue in the details from the original teaching materials. Moreover, the short dialogue not only shows the McDonald’s products but also integrates the digital experience of the McDonald’s restaurant “self-ordering kiosk.”

This is a collaboration between McDonald’s and traditional IP. In recent years, IP, as a kind of cross-media content operation mode with commercial value and long-term vitality, has gradually spread from cultural entertainment to marketing advertising. IP not only provides material for brand marketing but also has significant advantages in gaining fans’ attention and building brand effect.

胡巴
Huba image in ‘monster hunt’

后田花子
 worked with HOUTIAN HUAZI


worked with Zhang Xiaobai

呼葱觅蒜
 worked with Leek

It also extends from toys to products, packaging, stores, outdoor experiences, social media content. And each time, the McDonald’s is passing the brand in a relaxed and happy style. McDonald’s has a keen understanding of its brand and its audience, and that’s something you can see from the IP partners that McDonald’s chooses. These exciting and humorous IP matches the brand tonality of McDonald’s, and it also has corresponding popularity. More importantly, they are popular among young people and match the target audience of McDonald’s.

References

  1. McDonalds (2018, Jan.18th). “Li Lei and Han Meimei” new article! They order Big Mac at McDonald’s. Retrieved from https://www.mcdonalds.com.cn/news/Lilei-and-Hanmeimei-order-big-mac
  2. Wang, Wei. (2018,Jan, 23th). Li lei and han meimei were spoiled by McDonald’s. Retrieved from http://creative.adquan.com/show/43262
  3. 2018. Feb,9th/15th/ Mar,8th. Weibo. Retrieved from.https://weibo.com/mcdonaldsworlds?is_all=1

4월 15, 2018, Consumer Psychology에 게시되었습니다. 퍼머링크를 북마크하세요. 댓글 6개.

  1. jaisdjshf | 4월 15, 2018 (3:47 pm)

    The idea of this advertisement reminds me of the campus youth-type movies popular in China in recent years. Advertising creativity makes full use of the memory of the youthful campus time that our generation has passed.The positioning of the target is very clear and the scope is very wide. It can even make everyone think of McDonald’s when they talk about students. This time, advertising marketing is very powerful.

    Liked by 1명

    응답
  2. missymming | 4월 16, 2018 (2:26 am)

    It’s so interesting that it brings up memories of learning primary English.

    좋아요

    응답
  3. zhuyu Wang | 4월 16, 2018 (3:23 am)

    This is also my memory in my schooldays. McDonald’s advertising is very similar to our English textbook in childhood. It gives people a sense of intimacy.

    좋아요

    응답
  4. oct26th | 4월 17, 2018 (4:07 am)

    What an interesting post! Li Lei and Han Meimei remind me of two fictional charcters in Korean text books, Chul-soo(철수) and Young-hee(영희). These two characters are also gradualy fading away from text books, but as LiLei and Han Meimei have been successful as the subjects of brand communication, I think that it will be effective to do a simliar marketing with Chul-soo and Young-hee.

    좋아요

    응답
  5. Yian Jiang | 4월 17, 2018 (5:49 am)

    Thanks for your article! It’s very interesting to know this collaboration between McDonald’s and traditional IP. Li Lei and Han Meimei are very well-known characters in China and they are actually my memory. They make me think of my happy(or just tortured) old days of learning english. lol! It’s wise for McDonald’s to make this collaboration because the humorous IP matches the brand tonality of McDonald’s. They are also popular among young people and match the target audience of McDonald’s.

    좋아요

    응답
  6. xiaoyanhuiivy | 4월 17, 2018 (7:38 am)

    Wow!!!! Is really funny!!!! Li Lei and Han Meimei is really popular in China!!! They occupied my whole childhood. Is rally a good AD idea!!!

    Liked by 1명

    응답

댓글 남기기