| Title | FRUIT MATCH |
| Brand | McDONALD'S SWEDEN |
| Product/Service | McDONALD'S SMOOTHIES |
| Category |
A01. Innovation |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
OMD Stockholm, SWEDEN
|
|
Production Company
|
THE BREWERY Stockholm, SWEDEN
|
Credits
| Stefan Gustafsson |
DDB Stockholm |
Copywriter |
| Simon Higby |
Ddb Stockholm |
Art Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Anna Svensson |
DDB Stockholm |
Account Manager |
| Johan Ljungman |
DDB Stockholm |
Business Director |
| Daniel Liljas |
DDB Stockholm |
Graphic Designer |
| Bastian Zakolski |
DDB House |
3d |
| Christian Björnerhag |
DDB Stockholm |
Retouch Artist |
| Mikael Borter/Eriksson |
DDB Stockholm |
Account Director |
| Jon Dranger |
Ddb Stockholm |
Digital Director |
| Alexander Ekman |
Ddb Stockholm |
Web Developer |
| Dennis Phang |
Ddb Stockholm |
Digital Designer |
| Elisabet Halming |
Ddb Stockholm |
Digital Producer |
| Kalle Haglund |
DDB House |
Director |
| Johan Svensson |
DDB House |
Executive Producer |
The Brief
In Sweden, the shift in media consumption demands advertisers to think innovative.
McDonald's has come up with an ingenious idea to achieve that
marketing holy grail -- keep TV viewers engaged through the ad breaks -- with an interactive game based on the traditional fruit machine.
The project and technology was launched and public in may 2014. The engineering team consisted of a frontend and a backend developer. Project budget 50 000€.
To promote its iced smoothies over the summer, McDonald’s ran a series of ads timed around the beginnings and ends of commercial breaks.
At the start of an ad break, McDonald's challenges viewers to open the brand's app and play "Fruit Match." While the other ads are running, you have time to guess which fruit will win you a free frozen smoothie. At the end of the ad break, you're told if you've chosen wisely. The app is synched with the TV schedule down to the second, making it appear that the game is being played in real time, and also helped you find the times and channels the game ads would run.
The app was synched precisely with the TV schedule down to the second, giving the impression the phone was connected to the TV in real-time. The TV timetable was also available through the app, showing what times and on which channel viewers could play the "fruit match."
To make Fruit Match work as smoothly as possible a mix of different technologies are used, including Node.js for the ordinary back end and AngularJS on the front end. But for the real workload the relatively new distributed real time services of Firebase is used. This gave a lot of freedom to play around with the data, and watch it change on the front end the very instant we updated the backend.
18% increase in product sales during campaign.
Total games played: 93063
20000 redeemed coupons.