McDonald’s ‘Unbranded Menu’ Takes the Gaming World by Storm
Discover the magic of ‘Unbranded Menu’ – where McDonald’s classics hide in gaming realms. A virtual adventure like no other!
In a gaming sensation that rocked the world, the ‘Unbranded Menu’ campaign set the stage for an exhilarating adventure. Last year, the gaming community witnessed a thrilling hunt as top game streamers, influencers, and both hardcore and casual gamers embarked on a massive quest within the gaming multiverse. What they discovered left jaws dropping – beloved McDonald’s menu items, from the iconic Big Mac to the irresistible French Fries, were cleverly hidden in plain sight throughout their favourite games.
A Virtual Hunt for Real-Life Cravings:
Imagine uncovering the allure of a Big Mac right in the heart of a digital realm, or stumbling upon virtual French Fries that make you crave the real deal. The ‘Unbranded Menu’ campaign turned this exciting fantasy into reality. Notable gaming personalities joined the adventure, sharing their finds and streaming their discoveries across various platforms. By the end of the campaign, over 350 gaming titles had been tagged with McDonald’s food-alikes.
Triumphs and Accolades:
The ‘Unbranded Menu’ campaign didn’t just captivate gamers; it also garnered prestigious recognition within the creative world. At the Spikes Asia awards, it secured the coveted Grand Prix in the Branded Experience and Activation Category. But that wasn’t all – the campaign clinched Gold in categories like Brand Experience & Activation for Touchpoints & Technology and Media for Culture & Context. A Silver award was also received in the Social & Influencer Sectors category. These remarkable achievements led Leo Burnett Manila to be named the Philippines Agency of the Year.
Grand Kidlat Awards Triumph:
The success of ‘Unbranded Menu’ wasn’t limited to one stage. At the Kidlat Awards, it was a true star, securing three Grand Kidlat Awards for Entertainment in Innovation, Experience in Brand Experience, and Engagement in Social & Influencer categories. Additionally, three Gold Kidlat Awards were bestowed upon the campaign, recognizing its excellence in Entertainment (Gaming), Brand Experience, and Social & Influencer Engagement. A Bronze Kidlat Award was also earned for Creative Effectiveness in Creative Strategy.
Championing Brands with Heart:
Raoul Panes, Chief Creative Officer of Leo Burnett Manila and Publicis Groupe Philippines, emphasized that ‘Unbranded Menu’ showcases the power of creativity in bringing brands closer to their audiences’ core values. With McDonald’s deeply embedded in people’s lives, especially within the gaming community, the campaign aimed to celebrate this authentic brand love and motivate more gamers to join the quest.
McDonald’s Embraces Creativity:
Oliver Rabatan, McDonald’s Vice President and Chief Marketing Officer, stressed the significance of ‘Unbranded Menu’ and its impact on the brand’s identity. This shared commitment to creative excellence and collaboration led to the birth of a groundbreaking idea that not only elevated Leo Burnett but also set a new standard for marketers worldwide.
Conclusion:
The ‘Unbranded Menu’ campaign redefined the synergy between gaming and beloved McDonald’s menu items, showcasing the innovation and creative brilliance that can unite diverse communities. As the gaming world continues to evolve, collaborations like these remind us that the most unexpected adventures can lie just a click away, waiting to be discovered by eager gamers and fans alike.
Credits
Agency: Leo Burnett Group Manila
Creatives: Raoul Panes, Jason Williams, Adriano Matos, Carl Urgino, Rey Tiempo, Brian Lumanog, Chary Chu, Paolo Roa, Sofia Tawasil, Stephanie Tan, Chili Ramon, Adriano Matos
Accounts: Judy Medina, Earl Dorado, Sabrina Urbano
Planning: Mikee Lagac
Social: Jarmaine Sotto, Earl John Diaz, Kat Ravelo, Bianca Lopez, Hans Cabuyao, Gianne Nuguit
PR: Carol Battad, Marco Sindiong, Lorenzo Manguiat, Joaquin Espiritu, Lendl Fabella, Barbara Messer
Production: Ethel Javar, Penny Cena
Client: McDonald’s Philippines – Margot Torres, Oliver Rabatan, Ashley Santillan, NJ Caballar
This Article is about: Gaming Quest, Unbranded Menu campaign, Brand Experience, Gaming Culture, Creative Collaboration, Virtual Adventure, Award-winning campaign, Game influencers, Grand Prix winner, Grand Kidlat Awards, Gaming Multiverse, Virtual treasures, Spikes Asia winner, Gaming community, Brand and gaming, Digital innovation.
