McDonald's - "McDonald's Star Hunt"

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Title	McDonald's Star Hunt
Advertiser	N/A
Brand	McDonald's
Date of First Broadcast/Publication	2020 / 1
Story	McDonald’s KSA was the 1st Fast food restaurant to get a license to open all night in January, which meant, no one was used to looking for an open restaurant LATE at night. So, we put our message where they couldn't miss. Up, in the night sky. Desert camping and star gazing is a Saudi ritual passed down from ancestors. So we wanted to get attention and announce that McDonald’s was open all night. Simple, we put our message where they were already looking. In nature’s biggest outdoor billboard, the night sky. And from there we took them on a star hunt, with the McDonald’s stars: the McFries Belt, The Sundae Nebula and the Big Maccer. Our very own promotion star constellations that only appear during the Saudi night… on the McDonald’s KSA mobile app. On the day of the launch, at nightfall, our 200,000 KSA app users got a notification to update their McDonald’s app. The app was now equipped with augmented reality that powered the star hunt. So if someone found the McSundae Nebula in the night sky, they could catch it and redeem it for a McSundae during the night. They then got coordinates to the nearest McDonald’s outlet and if they were already out in the desert? Yes, we delivered thanks to our integrated GPS system and desert-savvy delivery fleet.
Media Type	Mobile Advertising
Length	110 seconds
Creative Director	Saadi Alkouatli