Mcdonald’s “Burger Battle” and I’m loving it
McDonald’s is 1 of the latest company to jump into the advergaming circle by creating an advergame to promote its’ McShogun, McPepper and Ebi burgers.
The premise of the game is dirt simple and it basically involves the players
1) Purchasing a McShogun, McPepper or Ebi burger
2) Getting a game card with a code
3) Going online with the code to claim an online area of the Hong Kong map
4) Challenging other players with the classic game, scissors, paper, stone
To quote Jeffry Gamble, ECD at DDB Hong Kong,”so we needed an idea that went beyond the traditional 30-second TVC to get consumers excited about the burgers and keep that excitement up for three months.”
With some advertisement on Facebook, the game is clearly targeted at the younger crowd which forms the bulk of McDonald’s consumer base. And with using the appropriate channels and mediums to target their consumers, I won’t be surprised that McDonald’s have surpassed their goal of getting their consumers excited plus maintaining that high level of excitement for up to 3 months.
If the traditional advertising approach of ads and commercials was used, I doubt very much that DDB HK will be able to get the type of reach and targetted audience that they wanted. After all, the younger generation now spends up to 31 hours online and thus, games are a great way to reach out to them.
Kudos to DDB for another job well done, right after what they have done with Uniqlo Surprise.
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