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