WHAT WAS THE ASK?

McDonald’s was looking to reach out to the gaming community to promote the ease and convenience of the McD app.

WHAT WAS THE INSIGHT?

Gamers never do anything halfway. They don’t just love the competition; they love the culture and everything that goes with it. They also want to compete uninterrupted, so hitting the pause button — even for food — is a frustration.

WHAT WAS THE SOLVE?

Our creative placed the audience in the heat of competition, spotlighting popular gaming influencer Raynday. To convey the app’s simplicity and convenience within the moment, we only needed two words of dialogue: “McDonald’s” and “McDonald’s.” In addition, our team developed swag for the gaming community — including t-shirts, caps, headphones and stickers — to show their love of competition and the brand.