Things can get out of hand when McDonald’s brings out limited release products.
Scalpers swoop in, re-sales skyrocket and real fans tend to miss out.
Scalpers swoop in, re-sales skyrocket and real fans tend to miss out.
When it came time to do a drop of four limited edition McNugget sauces in Australia, we wanted to keep the peace and find a way to make sure only our real fans got their hands on them. While most brands run campaigns that aim to retain their audience we did the opposite and created a truly terrible user experience. We made the process of claiming our sauce so arduous, annoying and downright painful that only our real fans would have the willpower to make it to the end. From watching 2.5 hour live streams of nuggets to trawling through thousands of dropbox folders, users spent over three harrowing days finding splatters of sauce strewn across the internet before they could get their sauce stash. Meaning that, as planned, we scared off the fair-weather fans and shady scalpers, and got our sauce into the hands of the people who wanted it most.
PRESS
The Drum: Ad of the Day: McDonald’s devises digital scavenger hunt to promo limited-edition sauces
Mashed: McDonald's Fans Are Joining A Sauce Quest For A New Flavor
MSN: McDonald’s ‘Sauce Quest’ Sends Fans on the Hunt for New Dipping Flavours
LAD Bible: Macca's is giving sauce lovers the chance to earn a ‘secret stash’
Mashed: McDonald's Fans Are Joining A Sauce Quest For A New Flavor
MSN: McDonald’s ‘Sauce Quest’ Sends Fans on the Hunt for New Dipping Flavours
LAD Bible: Macca's is giving sauce lovers the chance to earn a ‘secret stash’
AWARDS
Cannes Lions: 1 x Shortlist
AWARD: 1 x Silver, 1 x Bronze
Mumbrella CommsCon: Best Social Media or Digitally-led Campaign
AWARD: 1 x Silver, 1 x Bronze
Mumbrella CommsCon: Best Social Media or Digitally-led Campaign