The One Show
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Unbranded Menu
Agency Leo Burnett Group Manila / Makati + McDonald's Philippines / Makati + Prodigious Philippines / Makati + Publicis Groupe Philippines / Makati City
Category
Digital & Online / Gaming
Annual ID
OS23_DM082M
About the Work
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.
Our simple hack has allowed us to stake a claim on ALL GAMING FOOD. From now on, whenever gamers see any fast food in any video game, they will think of McDonald’s
2023 Awards
Total Points: 3
Merit
Credits
Agency
Leo Burnett Group Manila / Makati
Publicis Groupe Philippines / Makati City
Client / Brand
McDonald's Philippines / Makati
Production Company
Prodigious Philippines / Makati
Art Director
Chary Chu
Paolo Roa
Sofia Tawasil
Stephanie Tan
Copywriter
Brian Lumanog
Chili Ramon
Chief Marketing Officer
Oliver Rabatan
Producer
Ethel Javar
Social Media Manager
Earl John Diaz
Chairman
Raymond Arrastia
Global Executive Creative Director
Adriano Matos
Chief Creative Officer, Copywriter
Raoul Panes
Creative Public Relations Lead
Barbara Messer
Group Account Director
Earl Dorado
Head of Account Management
Judy Medina
Head of Art, Art Director
Carl Urgino
Head of Creative Excellence
Jason Williams
Head of Experience & Innovation
Rey Tiempo
Head of PR
Carol Battad
Influencer Specialist
Joaquin Espiritu
Managing director
Margot Torres
Marketing manager
Ashley Santillan
Media Relations Lead
Lendl Fabella
PR Director for Influencer
Lorenzo Manguiat
PR manager
Marco Sindiong
Research & Data Analyst
Gianne Nuguit
Hans Cabuyao
Senior Account Executive
Sabrina Urbano
Senior Brand Manager
Nj Caballar
Social Media Specialist
Bianca Lopez
Kat Ravelo
Social Media Team Lead
Jarmaine Sotto
Strategic planner
Mikee Lagac
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