TRACK MY MACCA'S

Short List
TitleTRACK MY MACCA'S
BrandMCDONALD'S AUSTRALIA
Product / ServiceTRACK MY MACCA'S
CategoryA06. Integrated Mobile Campaigns
EntrantDDB Sydney, AUSTRALIA
Entrant Company DDB Sydney, AUSTRALIA
Advertising Agency DDB Sydney, AUSTRALIA

Credits

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

Brief Explanation

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

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