mcdonald’s of virginia
gen z hates branded content. but they love grimace. to get them to be more engaged with mcdonald’s and it’s content, we created a new story centered around grimace’s birthday.
in the class pitch, our campaign was chosen by the client!
* made in collaboration with ryen harris, moira sirois, dana przybocki, izzy diaz *
timeline
june 1
campaign kickoff, first spot posted and first app notifications released
social spots
trading cards
grand prize
branded packaging
missing poster
will be placed around major college campuses in virginia
grimace has been kidnapped. and we need your help to save him. go to your local mcdonald’s to try to collect all of the suspect’s trading cards to help crack the case and win prizes.
app landing page
june 6
more of the story is released, 2nd video posted and more app notifications
june 12 (grimace’s birthday)
campaign concludes with the last video, grimace gets to celebrate by re-releasing the grimace shake for a limited time
collect two colors: 15% off; collect three colors: free medium drink; collect all four colors: grand prize!
app notifications
released with the videos, from grimace & officer big mac’s point of views asking for help
