McDonald's Thailand:
Soft Serve Mash-Up Challenge

McDonald's Thailand saw an opportunity to capitalize on a viral TikTok trend from Indonesia, where customers created a fun and innovative way to enjoy McDonald's

soft-serve ice cream. Instead of missing out, McDonald's Thailand decided to launch its own version of the challenge, complete with a new product and a strategic digital push.

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How?

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The trend began in Indonesia when two customers ordered multiple soft-serve cones, smashed them into a bowl, and created a massive, shareable dessert. This creative hack quickly spread on TikTok, sparking a wave of user-generated content. Seeing this, McDonald's Thailand saw the chance to jump on the trend and add their own spin with a localized approach that would appeal to Thai consumers.

To bring this to life, McDonald's Thailand leveraged TikTok’s Spark Ads, amplifying user-generated content and showcasing the trend authentically. The brand also expanded the campaign across multiple digital platforms to elevate the challenge beyond TikTok and into the broader cultural conversation. A new soft-serve cone, designed specifically for the mash-up challenge, was launched, and bowls were given away with each in-store purchase to encourage participation.

This initiative not only created a viral moment but also boosted sales and guest engagement. With TikTok-native ads and a strong offline activation, McDonald's Thailand saw a 130% increase in soft-serve ice cream sales and an 83% rise in guest visits within just one month. The campaign successfully turned a viral social trend into a cultural phenomenon, driving both engagement and revenue.

 

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