One of the most well remembered promotion of Sanrio of course belonged to their biggest brand Hello Kitty. Jan 2000, their 40 days promotion cooperated with MacDonald called Extra Value Meals was released in Singapore. 4000 pairs for each of 6 set of Hello Kitty and Dear Daniel dressed in wedding dresses of different cultures were sold at cost price along with any MacDonald purchase. It was quickly became a big hit and also chaos. Thousands of people turned up to buy the
toys with the Extra Value Meals, with crowds forming as early as
sunrise, and in some instances, the night before. The overwhelming
response was unprecedented in McDonald's history, initially
catching them unprepared with logistics and security support needed
for such a massive crowd control. MacDonald also received many complaints from another quarters: businesses, government ministries and boards because the queue line affected their businesses. Normalcy returned to McDonald's restaurants
on 3 February. In total, 2.8 million toys were sold during the
promotion. But the promotion was well-remembered more for the
madness it created and, as some commentators highlighted,
"Singaporeans' penchant for queuing".
Talk about the personal selling at Sanrio, the most important thing is every employee that works for Sanrio was trained to be cheerful, making
the customer service pleasant because their customer are children.
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| One of promotion Hello Kitty set from Extra Value Meal. Each doll costs $3.50 with every MacDonald purchase |
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