Gen Z hates branded content. But they love Grimace. To get them to stop the scroll and engage with McDonald’s of Virginia’s content, we created a new story centered around Grimace’s birthday.
Student Work @ VCU
*Won the Live Client Pitch*
Made with Ryen Harris (AD), Dana Przybocki (CW),
Moira Sirois (ST) and Izzy Diaz
*Won the Live Client Pitch*
Made with Ryen Harris (AD), Dana Przybocki (CW),
Moira Sirois (ST) and Izzy Diaz
Grimace has been kidnapped and we need your help to save him. Go to your local McDonald’s and collect all of the suspect’s trading cards to help crack the case and win prizes.
SOCIAL CAMPAIGN
Campaign kickoff, first spot posted and first app notifications released
More of the story is released, 2nd video posted
and more app notifications
Campaign concludes with the last video,
Grimace gets to celebrate with a limited time
re-release of the Grimace shake
IN STORE ACTIVATION
One random card comes in each McDonald’s order during the time of the promotion.
Collect 2 colors, get 15% off. Collect 3 colors, get a free medium drink. Collect all 4, get the grand prize.
GRAND PRIZE!
Missing posters to put up around college campuses in Virginia App notifications calling for people to join the search