McDonald's Thailand:
Soft Serve Mash-Up Challenge

A viral TikTok trend from Indonesia. McDonald's Thailand didn't just watch,
they launched their own version of it.

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What started as two customers smashing soft-serve cones into a bowl became one of McDonald's Thailand's most successful campaign activations of the year.

McDonald's Thailand didn't just jump on the trend. They owned it. A new soft-serve cone was designed specifically for the mash-up challenge, bowls were given away with every in-store purchase, and TikTok's Spark Ads amplified real user-generated content to make the brand feel native to the platform — not bolted onto it. The campaign then expanded beyond TikTok into a full multi-platform push, turning a social moment into a cultural conversation.

 

THE RESULTS

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130% increase in soft-serve sales. 
83% jump in guest visits.
One month.
 

A viral trend, a product launch, an offline activation, and a platform strategy
all running together. That's not just content. That's a campaign. 
Our job was to make sure that story landed as powerfully on screen as it did in-store.

 

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