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For the 2023 summer internship project at tms, we were tasked with creating an original global digital promotion for McDonald’s targeting Gen Z to increase downloads and activity on app. We were responsible with creating the in app experience along with promoting the digital promotion online and in store.
Our team used the McDonaldland character Hamburglar to relate to Gen Z globally and created a digital promotion that focused on collecting the missing menu items for a chance to save the day and win BIG!
Players purchase Hamburglar's Heist participating menu items and peel the sticker for an 8-digit code and a chance to win instantly.
Player is then encouraged to enter the 8-digit code on the McDonald’s app to collect a game piece. Players can win big when they match three menu items in a row on their game board.
We'll create special customized packaging for the promotion including bags, cups, clamshells, and fry cartons.
Out-of-home billboards will generate interest in the promotion and drive traffic to McDonald's.
Posters at the point-of-purchase will educate guests and encourage participation in the promotion.
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