THE BACKGROUND

“Sakura,” also known as Japanese Cherry Blossoms, are a symbol for the start of spring.
They bloom up from the south to the north, until the entire country becomes covered in pink. People rush outdoors to catch a glimpse before it’s too late - because the flowers only bloom for roughly one week.

And what goes hand-in-hand with Sakura? McDonald’s Teritama Burger. A beloved seasonal menu released every spring, perfect to enjoy under the blooming Sakura.

THE CHALLENGE

How could we get everyone to still enjoy Sakura, Teritama, and the arrival of spring during a global pandemic?

THE IDEA

McDonald’s brought springtime on Twitter, through the platform’s first-ever
“virtual blossoming event.” Using real-time weather information and geo-targeting, McDonald’s delivered 47 dynamic creatives, one for each region, and encouraged everyone across Japan to Tweet cherry blossom emojis across their timelines,
when the Sakura were blooming IRL in their own city.

Virtual Blossoming Event

THE RESULTS

The campaign became an instant sensation for everyone who wanted to celebrate springtime together while staying at home.

• 1.2 MILLION+ EMOJIS TWEETED
• 291% CONVERSATION NEARLY TRIPLED YEAR ON YEAR
• TRENDED IN JAPAN