Experiential Marketing - Digital

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2024 SILVER

Grimace's Birthday Gets Out Of Hand

To appeal to youth, McDonald’s reimagined the classic McDonald’s Birthday party experience to be something that everyone, everywhere could celebrate. We threw an over the top party for Grimace, an odd but beloved character, and provided all the ingredients youth needed to make the celebration their own. The resulting cultural phenomenon took over every corner of the internet, reinvigorated one of the richest and most meaningful McDonald’s experiences, and, most importantly, drove youth to the restaurant in droves.

Brand: McDonald's
Client: McDonald's
Agency: Wieden & Kennedy NY
Language: English

2024 SILVER

Summer of Cows

For over 28 years, the Cows have been delighting Chick-fil-A guests with their iconic “Eat Mor Chikin” message. When Covid hit, the Cows went dark. Bringing them back presented the perfect opportunity to reunite our Cows with their fans and spark sign-ups to our CFA One app. We created “Code Moo,” a multi-part campaign with a digital game at the center that turned the Cows’ mission for self-preservation into a mission for fans. The result was an increase in CFA One membership and the highest quarter ever in digital sales.

Brand: Chick-fil-A
Client: Chick-fil-A
Agency: McCann New York
Language: English

2023 SILVER

"Live From The Upside Down"

Doritos fights to maintain relevance and grow its share in a category driven by "newness." This case demonstrates the power of bringing audiences back in time to move the brand forward. Doritos has deep ties with the '80s, and Stranger Things is an ode to those years. Our partnership needed to excite people today while being true to our shared heritage. This is the story of how turning Doritos bags into the ticket for a 1986 music festival in the Upside Down became the ticket to increasing sales and share.

Brand: Doritos & Netflix
Client: Frito-Lay, Inc.
Agency: Observatory
Language: English