McDonald's Film, Digital, DM TRACK MY MACCA'S [video] by DDB Sydney

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Industry Fast food
Media Film, Digital, Interactive & Mobile, Direct marketing
Market Australia
Agency DDB Sydney
Executive Creative Director Dylan Harrison
Creative Director Nick Pringle, Steve Wakelam
Designer Carl Fraunschiel
Released May 2013


Cannes Lions 2013
Media Lions Use of Media; Best Use of Mobile Devices Gold

Credits & Description

Agency: DDB
Category: Retail and E-Commerce, including Restaurants
Advertising campaign: TRACK MY MACCA'S
User Experience: Barth Wahlen (DDB Sydney)
Digital Producer: Amanda Birrell (DDB Sydney)
Senior Business Director: Daniel Lipman (DDB Sydney)
Deputy Executive Creative Director: Darwin Tomlinson (DDB Sydney)
Head Of Digital Marketing: Mark Wheeler (Mcdonald's)
Vice President Marketing: Madeleine Fitzpatrick (Mcdonald's)
Marketing Manager: Shamini Nair (Mcdonald's)
Chief Marketing Officer: Mark Lollback (Mcdonald's)
Creative Director: Steve Wakelam (DDB Sydney)
Senior Design Lead: Michael Kleinman (DDB Sydney)
Head Of Media Relations: Tina Alldis (DDB Sydney)
Executive Creative Director: Dylan Harrison (DDB Sydney)
Media Relations Manager: Skye Oxenham (Mcdonald's)
Designer: Carl Fraunschiel (DDB Sydney)
Technical Director: Ferdinand Haratua (DDB Sydney)
Executive Producer: Jeroen Jedeloo (DDB Sydney)
Creative Director: Nick Pringle (DDB Sydney)
Managing Partner: Richard Moorewood (DDB Sydney)
Planner: Ryan Richards (DDB Sydney)
The challenge:For over a decade McDonald's have tried to change people's negative perceptions of their food. The traditional channels haven't worked: 50% of Australians don't trust their ingredients. How could we change attitudes and bring some magic back to the restaurant experience?The idea:TrackMyMacca's is an augmented reality mobile app, that for the first time ever, lets customers track where the ingredients in the food they just bought came from.
The execution:TrackMyMacca’s uses the iPhone's GPS to find out which restaurant you're in. Image recognition software triggered by McDonald's packaging (188 million pieces were changed) calculates what you're about to eat. By combining this with the date and time, the App accesses McDonald's comprehensive supply chain in real-time to find out the story of the exact product sat in front of you.3D augmented reality then turns restaurant tables into stages, letting users pick an ingredient and find out all about it. Customers can then share their experience via Facebook and encourage their friends to try the App themselves.
The results:In the first month relying on owned media alone:•The App was downloaded 45,883 times (that's once per minute!).•Over 51,327 people viewed our demo video and engagement was strong with 62,219 views on the core messaging screens.•Close to 25% of users experienced the full journey through the 3D augmented world, finally 'meeting' one of the farmers who supply ingredients in the product they just tracked.•TrackMyMacca’s received 660m impressions worth of Global PR coverage on launch