| Title | McDOS |
| Brand | McDONALD'S SWEDEN |
| Product/Service | MYBURGER COMPETITION |
| Category |
A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN |
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Entrant Company
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DDB STOCKHOLM, SWEDEN
|
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Advertising Agency
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DDB STOCKHOLM, SWEDEN
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Media Agency
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OMD Stockholm, SWEDEN
|
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Production Company
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BANNERBOY Stockholm, SWEDEN
|
Credits
| Leo Dal |
Ddb Stockholm |
Art Director |
| Sebastian Snygg |
Ddb Stockholm |
Copywriter |
| Elisabet Halming |
DDB Stockholm |
Digital Producer |
| Jon Dranger |
DDB Stockholm |
Digital Director |
| Merwan Maaruf |
Ddb Stockholm |
Digital Producer |
| Jeanette Ytterman |
DDB Stockholm |
Account Director |
| Daniel Liljas |
DDB Stockholm |
Graphic Designer |
| Eskil Lundberg |
DDB Stockholm |
Motion Graphic Designer |
| Johan Ljungman |
DDB Stockholm |
Business Director |
The Brief
Every year, McDonald's in Sweden arranges a contest called MyBurger. It's a competition where anyone can create their own burger, with a chance of getting it on McDonald's menu. McDonald's acknowledged a new target audience in gamers and wanted to remind them of this year's MyBurger competition.
Creative Execution
It's important being unselfish when communicating with gamers. They can either love you or turn their back. That's why we wanted to do something that they could enjoy. The banner became a fun way to explain what the MyBurger competition was all about.
Describe the creative solution to the brief/objective.
Since gamers are notorious for being curious problem-solvers with a thing for classic games and their retro graphics, our idea was to give them something that could stimulate their very nature. We created McDOS – an 8-bit style banner where you were able to compose your own burger using only coding commands (commonly used in games). The banner was placed on Scandinavia's largest gaming community website, a go to place for all Swedish gamers. To enhance the experience further, we packed the banner with loads of retro gaming references and endless of hidden Easter eggs.
Results
The banner had an average engagement rate at 12,21 seconds! MyBurger 2014 was a great success with over 24 000 contributions sent in. Out of the five winning burgers, four of them were made by gamers.