McDonald's
OMD: Enhanced Ad Recall Thanks to Gamification Approach
Agency
OMD
Brand
Results
- Game start rate
- 1.36%
- Time on screen
- 12 sec
- Brand Lift
- +11 points
- Share of screen
- 90%
Campaign details
- Industry
- Retail & FMCG
- Objective
- Ad recall
- Format
- Gamification Ad
- Media type
- Display
- Targeting
- Contextual AI
The ad that ran
Objective
Ad recall
Media type
Display
The Spicy McCrispy campaign achieved both exceptionally high attention in brand-suitable news environments and broad reach.
Brief
The new Spicy McCrispy from McDonald’s is not only a culinary highlight, but also the star of an innovative advertising campaign. The goal was to generate widespread awareness of the fiery burger across Switzerland. Users were to be actively engaged, with the new burger presented in a playful and creative way.
Solution
Using a gamification approach, users were engaged in a highly attention-grabbing way and invited to interact. At the heart of the campaign was the playable ad “Catch the Chili.” To learn more about the Spicy McCrispy, users had to quickly catch the chili pepper among various vegetables. The campaign was delivered with maximum reach on Switzerland’s most well-known media brands. In addition, AI-based contextual targeting ensured that the campaign appeared exclusively in brand-suitable environments on news sites.
Client view
“Thanks to the gamified advertising and AI-optimized environment planning by C Wire, we reached our target audience in a personal and highly attention-grabbing way. It’s unique – and it works without cookies.”
Alexander Schmitt
Managing Director
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