2015 Winners & Shortlists

Results and Effectiveness

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 millennial audience.

Creative Execution

Because the UAE is the third country in the world to have the highest number of youth percentage, our target audience, on Vine, we wanted to position McNuggets as the ultimate social networking food in todays social world. By tapping into this natural behavior, we turned the Vine experience into an engaging group activity.

Insights, Strategy and the Idea

McNuggets set out to connect with millennials, 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. Our insight revolved around the fact that a box of McNuggets is made for eating and sharing with friends, until the last nugget is left. We know how tough it is to decide who gets the last piece in the box, and our game was a fun way to solve the last McNugget dispute between friends, using the very social networks they use to share.