When I say the word “burger”, it’s highly likely that the image of a McDonald’s burger pops into your head. And apparently you’re not the only one. It happens to game designers too, as The Unbranded Menu suggests. Filipino e-sports star kicked off the project by posting an image of a burger from the game GTA and noting its resemblance to a McDonald’s product. Then she challenged her eight million followers to find copies of McDonald’s foods in other games and call them out using the hashtag #thisisMcdonalds. The hunt was on! And participants could exchange their “catches” for McDonald’s meal vouchers. The results were spectacular: 27 million gaming fans reached, a 108% increase in brand mentions,140% more engagement and – so far – Grand Prix wins in the Philippines and at the recent Spikes Asia for “Brand Engagement”. |
|
Title | The Unbranded Menu |
Agency | Leo Burnett Group Manila |
Campaign | The Unbranded Menu |
Advertiser | McDonald’s |
Brand | McDonald’s Philippines |
Date of First Broadcast/Publication | Subscribers Only |
Business Sector | Subscribers Only |
Media Type | Web Film |
Length | |
Creative Team | R...l P...s Subscribers Only |
Creative Team | J...n Wi....ms Subscribers Only |
Creative Team | A....no M...s Subscribers Only |
Creative Team | C..l U...no Subscribers Only |
Creative Team | ..y T...po Subscribers Only |
Creative Team | B...n L....og Subscribers Only |
Creative Team | C...y ..u Subscribers Only |
Creative Team | P...o ..a Subscribers Only |
Creative Team | S...a T....il Subscribers Only |
Creative Team | St.....ie ..n Subscribers Only |
Creative Team | C...i R...n Subscribers Only |
Account Manager | J..y M...na Subscribers Only |
Account Manager | E..l D...do Subscribers Only |
Account Manager | S....na U...no Subscribers Only |
Social Media Team | Ja....ne S...o Subscribers Only |
Social Media Team | E..l J..n D..z Subscribers Only |
Social Media Team | H..s C....ao Subscribers Only |
Social Media Team | G...ne N...it Subscribers Only |
Public Relations | C...l B...ad Subscribers Only |
Public Relations | M...o Sa....ng Subscribers Only |
Public Relations | L....zo Ma....at Subscribers Only |
Public Relations | J....in Es....tu Subscribers Only |
Public Relations | L...l F....la Subscribers Only |