McDonalds

About the Work

There are few experiences like the Olympics. As the official restaurant of the Games, McDonalds looked to launch its new Sweet Chili Sauce and extend the 2010 Vancouver Olympic Winter Games to consumers at home and outside the physical Olympic Village.

Leveraging a partnership with Microsoft, Phenomblue engineered a digital McNuggets Village to bring a taste of the experience to consumers worldwide. The McNuggets Village site, which was up for an exclusive run during the Winter Olympic games, let users challenge and award medals to their favorite dipping sauces, including the new Sweet Chili Sauce and other classic options. Users could also explore the McNuggets Village and learn more about the sports of the Winter Games.

The promotion also included a Twitter component with an official hashtag and a grand prize trip to the 2012 Summer Games. The microsite served as a central platform for sharing information as part of a larger integrated media effort – all with the intent to get fans creating and sharing organic, yet branded, conversations around the Olympics and their favorite dipping sauces. A significant amount of user information was captured for future targeted outreach – all in all, a gold medal campaign.