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SUB CATEGORY :
ONLINE & DIGITAL PLATFORMS
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COMPANY ENTERING :
LEO BURNETT GROUP MANILA, MANILA
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TITLE :
UNBRANDED MENU
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BRAND :
MCDONALD'S
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ADVERTISER :
MCDONALD'S
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AGENCY :
LEO BURNETT GROUP MANILA, MANILA
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CHAIRMAN :
RAYMOND ARRASTIA
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CHIEF CREATIVE OFFICER :
RAOUL PANES
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GLOBAL EXECUTIVE CREATIVE DIRECTOR :
ADRIANO MATOS
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HEAD OF CREATIVE EXCELLENCE :
JASON WILLIAMS
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ART DIRECTOR :
CARL URGINO/PAOLO ROA/CHARY CHU/STEPHANIE TAN
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COPYWRITER :
RAOUL PANES/BRIAN LUMANOG/SOFIA TAWASIL/CHILI RAMON
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HEAD OF ART :
CARL URGINO
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AGENCY PRODUCER :
ETHEL JAVAR
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HEAD OF EXPERIENCE & INNOVATION :
REY TIEMPO
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HEAD OF ACCOUNT MANAGEMENT :
JUDY MEDINA
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GROUP ACCOUNT DIRECTOR :
EARL DORADO
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SENIOR ACCOUNT EXECUTIVE :
SABRINA URBANO
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STRATEGIC PLANNER :
MIKEE LAGAC
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RESEACH & DATA ANALYST :
HANS CABUYAO/GIANNE NUGUIT
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PR AGENCY :
LEO BURNETT GROUP MANILA, MANILA
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PR DIRECTOR FOR CORPORATE :
MARCO SINDIONG
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PR DIRECTOR FOR INFLUENCER :
LORENZO MANGUIAT
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HEAD OF PR :
CAROL BATTAD
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CREATIVE PUBLIC RELATIONS LEAD :
BARBARA MESSER
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MEDIA RELATIONS LEAD :
LENDL FABELLA
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SOCIAL MEDIA TEAM LEAD :
JARMAINE SOTTO
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SOCIAL MEDIA MANAGER :
EARL JOHN DIAZ
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SOCIAL MEDIA SPECIALIST :
KAT RAVELO/HANS CABUYAO
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INFLUENCER SPECIALIST :
JOAQUIN ESPIRITU
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CAMPAIGN SUMMARY :
While other brands are spending billions to be integrated into gaming titles, one brand is so iconic that its menu has been mimicked in hundreds of video games.
The Big Mac. Quarter Pounder with Cheese. Chicken McNuggets. French Fries. All world-famous icons. All existing in-game. All unbranded. All waiting to be claimed.
To stake our claim on this unbranded menu, McDonald’s launched a game within video games. With very simple mechanics, latching on to the gamer habit of screengrabbing gaming moments for posterity or bragging rights. We enlisted the Philippines’ top gamers to initiate the hunt for the McDonald’s food-alikes –– screengrabbing and branding them #ThisIsMcDonalds on their social pages.
Soon, legions of gamers joined in the epic cross-gaming hunt. McDonald’s kept close watch, engaging with bespoke responses in real time. Gamers received coupons equivalent to their screengrub so they could have food delivered IRL for free.
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THE BRIEF :
The relationship between food and gamers has been around long before the gaming industry boom.
McDonald’s needed no convincing on the importance of this market. But previous attempts to infiltrate the gaming space had been limited to standard buys.
To cut through, where do we even begin? Which game do we start with? What’s massive enough for a brand like McDonald’s? (that our competitors haven’t already tapped) And how do we do gaming in a way that only McDonald’s can?
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THE STRATEGY :
From the casual candy crusher to the pro esports player, gamers will all agree : food in video games look utterly familiar. Fries in red boxes, double-decked burgers, golden nuggets, and so on.
Brands were fighting (and paying) to be integrated into these billion-dollar titles. But it seems that game developers have been cooking a menu of McDonald’s food into virtual worlds all this time.
Why try and integrate McDonald’s into one game when McDonald’s food has been in most video games all along – hiding in plain sight!
The Big Mac. Quarter Pounder with Cheese. Chicken McNuggets. French Fries. All world-famous icons. All existing in-game. All unbranded. All waiting to be claimed.
In staking our claim on these virtual food, our approach took on the mindset of a gamer. A gamer who screengrabbed gaming moments for posterity or bragging rights. A gamer who wanted his multiverse free of distractions (and scoffed at clumsy attempts at branding). A gamer whose source for hacks weren’t brands, but gamers like himself.
An organic start was key. To do this, we enlisted the help of the Philippines’ #1 gaming influencer. We got her on board and got ready to kick off our open challenge.
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THE EXECUTION & CRAFT :
We introduced A GAME WITHIN THESE GAMES.
We knew for a fact that gamers already screengrab moments in their game play. Our simple mechanic doubled down on this behavior. We invited them to search across games, screengrab McDonald’s food-alikes, and tag their finds #ThisisMcDonalds.
Our first challenge was to gaming goddess Alodia Gosiengfiao. When she posted a screengrab of a burger she found inside GTA V, McDonald’s responded and sent her a BigMac meal for her effort. She then invited her eight million followers to join a cross-gaming hunt.
Before long, some of the Philippines’ top gamers and their legions of hungry fans were sharing screengrabs of virtual food that – despite being logo-free – bear an uncanny resemblance to the iconic McDonald’s classics.
McDonald’s kept close watch, engaging with bespoke responses in real time. Gamers received coupons equivalent to their screengrub so they could have food delivered IRL for free.
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THE RESULT :
It turns out McDonald’s didn’t need to pay to play.
Our simple hack has allowed us to stake a claim on ALL GAMING FOOD.
While other brands negotiated with one publisher at a time, this epic cross-gaming hunt has thus far surfaced McDonald’s grub in over 350 different gaming titles. Food-alikes have been found everywhere from classic video games (The Sims, Resident Evil) to multiplayer games (Fall Guys, Roblox), role-playing games (Final Fantasy, The Last of Us) and multi-billion-dollar titles (Call of Duty, Grand Theft Auto).
McDonald’s not only reached 27 million gaming fans at $0 sponsorship cost, but this virtual hunt also delivered tasty results for the brand.
· 108% increase in brand mentions
· 140% increase in brand engagement
· 35% increase in McDelivery sales (thanks to hungry gamers ordering on top of their coupons, and showing off on their feed, triggering even more cravings, and orders!)
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