McDonald's - McCrispy Unforgettable Crunch
McDonald's Romania launched a new burger and needed a digital campaign to promote it and increase consideration, focusing on the freshness and crunchiness of their chicken burger.
Knowing that their app has lots of people who are willing to play games for prizes, me and my colleague came up with the idea of turning the crunch sound from the TVC into an unforgettable sound for McDonald's customers.
We created a digital game in which people could use their memory and their ear for music to identify different crunch sound patterns and replicate them.
The mechanism was simple: we choose 6 different crunch sound and played them in random orders. People had to remember each sound and replay the sequence in the same order. The game was structured on different levels, starting from short, easy sequences and increasing in difficulty as the game progressed.
Those who managed to replicate all the sequences in the game were rewarded with a free McCrispy menu.
My job in this project was to come up with the concept and idea, along with my colleague, as well as to come up with a catchy title, describe the game in such a way that everybody understands it with ease and create the copy for each placement in the app, as well as for the social media posts that promoted it.
