The last mcnugget
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Interactive social content
Made to share. Hard to share.
Challenge
Promote the new 20 pieces Chicken McNugget’s box released by McDonald’s to a younger target audience.
Approach
One of the best ways to connect with the target audience at the time was through (RIP) Vine. We used the social platform to solve the awkward moment that arises when you share a box of McNuggets with friends. Only one piece left in the box.
Solution
We turned the isolated browsing behavior on (RIP) Vine into a multiplayer gaming experience, which helped our audience shift the awkward moment into a fun competition. Within 24 hours the small campaign received over 15,000 interactions and a 14% increase of followers for the McDonald’s (RIP) Vine account.
Case video
The games
By using the existing tap to play and pause feature as controllers, we turned the 6” video posts into simple games.
A two-player game, sitting opposite each other with the device on the table, players take turns to pause the game. The goal is to get the nugget on your side to win.
A multiplayer game, each player chooses a sauce and takes turns pausing the game. The goal is to win by getting the nugget to stop on your selected sauce.
A multiplayer game, where several players sit in a circle around the device and take turns to pause the spinning nugget. The goal is to win by having the nugget land on you.
Type of project
Interactive social content / campaign
Role
Art Director / Creative
Client
McDonald’s
Agency
Leo Burnett
Team
Head of art: Makarand Patil
Associate creative director: Tariq Ayass
Copywriter: Angela Arnaout
Year
2014
