This week Razorfish London launch a digital campaign for McDonald’s UK in support of the new Chicken McBites, the next big thing from the ‘Little Tasters Menu’ which launched in the UK last week.
In support of this launch, Razorfish London has developed a digital campaign comprised of a desktop game (hosted on www.mcdonalds.co.uk
), a mobile game, (accessed through mobile ads) a YouTube masthead and supporting elements for McDonald’s UK Facebook presence.
The digital campaign,called McBites(r) Maze Promotion, will run from now until the 10th of February. The game, which gives people a chance to win a PS3, asks users to use their skills to release a Chicken McBite from a fun, 3-D maze. The YouTube masthead take-over will occur on the 17th of January for one full day and will also be supported by ongoing Facebook activity to reinforce the product characteristics and positioning. Paid media will be across various sites pointing to the campaign. The digital campaign ispart of a larger campaign including TV and outdoor by Leo Burnett which launched last week.
McBites are positioned as small bites with big taste and are designed to bring treat-size excitement to the McDonald's every day menu. The product will be priced at £1.49 and remain on sale until 30 April.
Campaign: McBites(r) Maze Promotion
Client: McDonald’s UK
Creative Agency: Razorfish London
Creative Director: Cyril Louis
Senior Creative: Jon Usher & Paul Stoeter
Group Account Director: Melissa Haridas
Senior Producer: Lauren Beer