THE BIG MAC FARM CHALLENGE

TitleTHE BIG MAC FARM CHALLENGE
ClientMcDONALD'S
Product / ServiceMcDONALD'S
CategoryC05. Games
EntrantOMD FUSE Pyrmont, AUSTRALIA
Entrant Company:OMD FUSE Pyrmont, AUSTRALIA
Advertising/Web Design Agency:OMD FUSE Pyrmont, AUSTRALIA

Brief Explanation

Challenge Improve consumer awareness and perception around the quality of McDonald’s ingredients. Strategy Leverage the insight that it’s the journey and treatment of ingredients between farm and restaurant where consumers hold misconceptions. Execution Engage existing fans and recruit (from Farmville) to our Facebook community with McDonald’s first ever social game in Australia. Users were challenged to find hidden Big Mac® ingredients in a countdown against the clock before seeing their complete burger driven to restaurant. Results • Average gameplay 5½ minutes • 1,000,000 freshness facts located • 8% uplift: consumer perceptions around freshness • 6% uplift: use of quality ingredients

Credits

Name Company Position
Jez Clark Omd Fuse Communications Manager
Tom Hutley Omd Fuse Senior Communications Manager
Suzie Cardwell 3rdsense Account Director
Steve Fellows 3rdsense Project Manager
Jono Carroll Spiral Media Sales Manager
Sid Koh Spiral Media Campaign Manager
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