2015 Winners & Shortlists

The Brief

McNuggets set out to connect with millenials, where attention is 140 characters & 6 second videos, speaking in memes, emoticons and hashtags, and where socializing is connecting with over 500 friends or followers. As a fun, bite size, and exciting food, we wanted to position McNuggets as the ultimate social networking food in today's social world. We launched the campaign on Vine and grabbed attention from all other social media platforms.

Creative Execution

We turned the 6 second Vine videos into games to settle the last McNugget dispute between friends. Although videos to Vine aren't new, using one as a game thatr requires a tap to pause was a novel way to communicate McNuggets in a social world.

Describe the creative solution to the brief/objective.

A box of McNuggets is made for eating and sharing with friends. Until the last nugget is left that is......... We know how tough it is to decide who gets the last piece in the box, thats why we created fun games to solve the last McNugget dispute between friends, using the very social networks they use to share.

Results

The campaign received over 15,000 video loops and a 14% increase in followers in 24 hours. Therefore, the videos became a cost efficient way to reach and engage with a millenial audience.