Bara-Iro T-Shirt Pop-Up Shop from McDonalds in Shibuya

Written by: Michael Keferl on June 14, 2009 at 5:20 pm | In LIFESTYLE / FASHION, MARKETING IDEAS | 1 Comment

McDonalds seems to have much more creative leeway in Japan than elsewhere, perhaps due to the comfort level consumers have with marketing campaigns. The Quarter Pounder Shop is a great example…what would be seen as a cynical marketing ploy by many in the U.S. gets great press as an innovative new concept in Japan.

The Quarter Pounder campaign has evolved into another pop-up shop concept for a very limited time. The Bara-Iro (rose color) T-Shirt shop is a pop-up shop within a McDonalds, lasting only from June 11-16.

The Shibuya Center-Gai McDonalds has completely remodeled its second-floor eating area into a super-pink, t-shirt-selling wonderland. Customers who order Quarter Pounders receive metal “bara-iro” pins, but those who are a bit more bold can venture into the Bara-Iro T-Shirt Shop to purchase one of fifty different designs, all printed on rose-colored shirts.

Each shirt costs about $10 and is quite limited, as can be seen below. When we visited yesterday nearly half of the shirts were all gone already, and with a surprisingly large number of customers inside.

As mentioned previously, this seems like the type of campaign that wouldn’t get nearly the same reception in a major U.S. city. The cool factor would only arise twenty years later when hipsters started wearing them ironically, and by then it’s a bit late.

UPDATE: Our pal Andrew Shuttleworth snagged some video from another McDonalds t-shirt campaign in April, this time giving out free “Love & Beer” shirts (?).

Tags: Limited Edition, mcdonalds, Pop-Up Shops, Retail
Category: LIFESTYLE / FASHION, MARKETING IDEAS
Other categories: DIGITAL LIFE, PRODUCT INNOVATIONS

Tokyo’s Quarter Pounder shops get re-branded

Written by: Michael Keferl on November 26, 2008 at 3:17 am | In MARKETING IDEAS | 2 Comments

Tokyo’s viral Quarter Pounder Shops have just about wrapped up their few weeks of innovative campaigning while keeping us well-fed 24 hours a day. As of a few days ago, McDonalds “revealed” itself as the actors behind this elaborate ploy to introduce Japan to quarter pounders after a decade-long absence.

Of course, doing this only involved adding the Golden Arches to the store exterior, but since I was there when it happened I decided to hang out outside and watch the crowds.

What was interesting (since crowd levels didn’t seem to change) was that there was actual buzz out on the sidewalk as people familiar with the mystery shop walked past the newly re-branded burger joint. “Ah, McDonalds. I knew it!” was what I heard the most, but always in a positive way, and many actually seemed surprised at this fact.

Either way, it was a great promotion, albeit one with a very limited geographic reach. The place was always full, the interior stylish and very un-Mcdonalds, and they had Quarter Pounders. What else can we ask for?

Tags: Campaigns, fast food, food, mcdonalds
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS

Viral Fast Food: Quarter Pounder Shops open in Japan

Written by: Michael Keferl on November 7, 2008 at 5:15 pm | In MARKETING IDEAS | 8 Comments

It seems like McDonalds is taking the viral food retailing trend pushed by Krispy Kreme and Burger King to another level. They’ve now opened two exclusive Quarter Pounder Shops in Shibuya and Omotesando that are completely devoid of any McDonalds branding.

The intent, of course, is to promote the entry of the famous burger into the market, but the tactic is pretty original for a fast food joint. With all black interiors the shops are minimalist to say the least, but the menu is just as simple: Regular or Double Quarter Pounder sets in red and black packaging that has McDonalds shaping without the graphics. Check out Neil Duckett’s post for some more shots.

Is McDonalds trying to create some kind of fast food sensation like what happened when Burger King re-entered the Japanese market? They didn’t have any trouble bringing in the Mega Mac, but perhaps a little “premium” styling is in order.

Check out the Quarter-Pounder.net campaign page for more information and a map. We’ll be checking it out in person right around lunch time tomorrow.

Tags: fast food, Limited Edition, mcdonalds, Retail
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS

McDonalds wireless hotspots for Nintendo DS

Written by: Sascha Faustka on September 24, 2008 at 8:01 am | In DIGITAL LIFE | No Comments

On May 27th Nintendo, in cooperation with McDonalds, started a new wireless information and gaming service in 21 restaurants around Tokyo. This is part of the Nintendo Spot project to give DS gamers wireless access to the internet on the train and in McDonald’s restaurants.

Different to Europe and America it is hard to find a restaurant or bar in Japan offering a free WiFi hotspot to connect your computer or mobile gaming device to the Web. That is because Japanese usually use their mobile phones to connect to the internet, but also because of security concerns about open networks. Another important reason is that restaurant owners in Japan aren’t interested in having their customers lingering around in the often overcrowded spots in downtown.

McDonalds, which are always interested in being up-to-date with technology, (such as Felica RFID for Contactless Coupons), now are offering their customers more information and gimmicks through portable devices.

In 21 restaurants around Tokyo, Nintendo DS users can browse various campaign information from the McDonald’s Website, as well as download trial versions of games. So if you want to get the recipe for the new “Cheese Katsu” Burger or improve your Kanji knowledge just grab your DS and go hang out at McDonalds!

Tags: gaming, mcdonalds, Nintendo
Category: DIGITAL LIFE
Other categories: MARKETING IDEAS, LIFESTYLE / FASHION, PRODUCT INNOVATIONS

McBakery Men in cook up McDonalds campaign

Written by: Rebecca Milner on July 15, 2008 at 10:27 pm | In MARKETING IDEAS | 1 Comment

McDonalds Japan kicked off their campaign for the McBakery line with a publicity stunt of “McBakery Men” dressed in neon suits, sunglasses, and bread hats.

Passersby who “discovered” a member of the McBakery crew could enter a raffle for a trip to Paris or McDonalds gift certificates by taking a mobile or digital camera photo of the character, a move that promised to get the campaign coverage on blogs.

The grand prize, which would appeal to the same audience that McDonalds is hoping to win over with the bakery line, attracted over 1,200 entrants. The campaign, well-advertised though news broadcasts on the McDonalds website, took place on July 12 in posh Omotesando, where bakeries far out-number fast food joints.

McBakery comes in three varieties, melon bread, chocolate Danish, and sugar croissant priced at ¥100, and will be available from July 18th.

Pairs nicely with the new Premium Roast coffee, and more evidence that McDonalds continues to court the Starbucks market.

Tags: bread, McBakery, mcdonalds, Omotesando
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS