To commemorate its 50th anniversary in Hong Kong and coincide with the Lunar New Year celebrations, McDonald’s has launched an engaging augmented reality (AR) game—”Catch the McDonald’s Float City-wide”—offering residents the chance to win prizes valued at over HK$5 million, including the grand prize of 365 complimentary Big Mac combo meals. The promotional event runs from now until February 26th and leverages the McDonald’s mobile application to encourage active participation at five strategic, high-traffic locations across the city, blending digital innovation with physical discovery amidst the vibrancy of the holiday season.
The massive giveaway is centered around a digital scavenger hunt where users must open the designated activity page in the McDonald’s App and successfully “catch” virtual sightings of the commemorative McDonald’s parade float. These sightings are strategically featured at various points of interest, including physical locations and media broadcasts, granting participants one entry into the prize draw for each successful capture. App users are permitted up to five entries per day, maximizing the chances of winning instant prizes or the coveted annual supply of Big Macs.
Locating and Capturing the Virtual Floats
The contest is designed to drive engagement both in-store and across major entertainment hubs. The five temporary “float” locations and dates for encounter confirmation are:
- In-Restaurant Kiosks: Across over 260 McDonald’s self-ordering screens (February 11 to February 19).
- Central Station Tunnel Activation: The specially decorated “McDonald’s Lunar New Year Float Party” tunnel connecting MTR Central and Hong Kong Stations (February 11 to February 24).
- Television Broadcasts: During airtime on major local channels, 81 Jade and ViuTV 99 (February 16 to February 19).
- Chinese New Year Parade: Appearance during the “Cathay International Chinese New Year Night Parade” (February 17, 8:00 PM to 9:45 PM).
- Public Exhibition: At the Kai Tak Sports Park Float Exhibition, near the Kai Tak retail facility (February 18 to February 26).
Tapping into Nostalgia and Holiday Spirit
Adding a layer of nostalgic context to the celebration, McDonald’s has fielded an “80s Classic Replica Train” float. This specially designed vehicle, modeled after the company’s 1980s restaurant décor, made its debut in the International Chinese New Year Night Parade on the first day of the Lunar New Year. Following the parade, the float will be accessible for public viewing and photo opportunities at the Kai Tak Sports Park exhibition.
The game’s prize catalogue extends beyond meal vouchers, offering a host of instant rewards to nearly guarantee a win for dedicated participants. Prizes include complimentary single items such as soft-serve cones, apple pies, medium soft drinks, hot chocolate, or small freshly brewed hot black coffee, in addition to discounts on select value meals. The sheer value of prizes exceeds HK$5 million, underscoring the brand’s commitment to large-scale engagement for its half-century milestone.
The AR capture initiative represents a modern, interactive approach to holiday promotion, encouraging families and individuals to step outside and explore designated areas, integrating experiential marketing with digital rewards. Participation in this timely event is exclusively through the McDonald’s App, requiring users who wish to participate to check their phone settings, ensure their location services are enabled, and begin their hunt before the campaign concludes on February 26th. This campaign not only fuels brand engagement but also cleverly ties into Hong Kong’s cherished Lunar New Year traditions, particularly the elaborate float parade displays.