Title | TRACK MY MACCA'S |
Brand | MCDONALD'S AUSTRALIA |
Product / Service | TRACK MY MACCA'S |
Category | A06. Integrated Mobile Campaigns |
Entrant | DDB Sydney, AUSTRALIA |
Entrant Company | DDB Sydney, AUSTRALIA |
Advertising Agency | DDB Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Shamini Nair | Mcdonald's Australia | Marketing Manager |
Richard Morewood | Ddb Sydney | Managing Partner |
Dylan Harrison | Ddb Sydney | Executive Creative Director |
Carl Fraunsciel | Ddb Sydney | Designer |
Steve Wakelam | Ddb Sydney | Creative Director |
Skye Oxenham | Mcdonald's Australia | Media Relations Manager |
Mark Lollback | Mcdonald's Australia | Chief Marketing Officer |
Jeroen Jedeloo | Ddb Sydney | Executive Producer |
Daniel Lipman | Ddb Sydney | Senior Business Director |
Amanda Birrell | Ddb Sydney | Digital Producer |
Ryan Richards | Ddb Sydney | Planner |
Madeleine Fitzpatrick | Mcdonald's Australia | Vice President Marketing |
Darwin Tomlinson | Ddb Sydney | Deputy Executive Creative Director |
Barth Wahlen | Ddb Sydney | User Experience |
Tina Alldis | Ddb Sydney | Head Of Media Relations |
Nick Pringle | Ddb Sydney | Creative Director |
Michael Kleinman | Ddb Sydney | Senior Design Lead |
Mark Wheeler | Mcdonald's Australia | Head Of Digital Marketing |
Ferdinand Haratua | Ddb Sydney | Technical Director |
For over a decade McDonald's have tried to change people's negative perceptions of their food. The traditional channels haven't worked: 50% of Australians don't trust their ingredients. How could we change attitudes and bring some magic back to the restaurant experience? After years of trying to broadcast their ‘good food stories’ it has become clear that they needed to stop ‘telling‘ and start letting people discover the stories for themselves. By tapping in to McDonald’s extensive supply chain database and matching this with geo location technology, customers can now track where their ingredients came from, through an app. Customer’s simply buy a product and point their iphone at one of 188 million specially designed McDonald’s packaging. 3D augmented reality then turns restaurant tables into stages bringing the food stories to life in an engaging way. TrackMyMacca’s allows customers to access McDonald’s food supply chain right when it was top of mind. For the first time ever customers can track ingredients in the actual food they just bought. To support this further, in store posters, OOH and even truck sides encouraged customers to download the TrackMyMacca’s iPhone App. • In total the TrackMyMacca’s app was downloaded 117,679 times • The demo video was viewed over 85,000 times without seeding • TrackMyMacca’s received 660m impressions worth of Global PR coverage on launch in the first month