It was spring, a time when it’s all about forgetting the last six dark months of winter. When the air vibrates of positive feelings and freshness. A perfect time for us to set out on our mission. As part of McDonald’s aim to be Sweden’s freshest restaurant we thought - let’s introduce the new fresh Iced Smoothie.

We were to focus on young consumers that, as we all know, are always connected. Basically their world is packed with distractions, and with continuous connectivity, comes continuous advertising. This constant exposure has unfortunately led to overall indifference towards advertising, many reject it outright.

A perfect match!

Our young consumers had a lot of fun and all opponents got challenged with an average play time of 3.44 min. An amazing 93,063 games were played, engaging nearly 10% of our audience. 20% converted into redeemed smoothies.

A stunning 28% of the exposed audience said they bought a smoothie, to compare with 6% of those non-exposed.

We saw significant changes in the perception of freshness. 56% who had seen the campaign stated that McDonald’s is a restaurant with fresh alternatives, to compare, 38% of the non-exposed, had the same opinion.

Game. Set. Fruit Match!

In a world of screens, we created one game to rule them all! A game easily accessible inside the McDonalds app so wherever you were, you could play for a free smoothie. Setting our playground, we enabled a connection to every screen.

Outdoors, we matched the GPS coordinates of our posters for a connection to the app.

For TV and Youtube, we created a unique way of making people believe they played against the commercial. A technical breakthrough? No, but a down-to-the-second spot list and advanced planning created a seamless experience through the McDonald’s app. A first ever in Sweden.

McDonald’s, as one of Sweden’s biggest advertisers, could not risk just blending in as part of everyday life. Taking on the task to flirt with the most fastidious audience demanded more than a new TV commercial. We needed a fun and engaging way of matching fruit smoothies to their connected lifestyle.

With playfulness already in the air, we saw an opportunity to fuel the play with some extra sparks. Taking those distractions and making them our playground by using their most cherished possession, the one thing more dear to them than keys or wallets, their phone!