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McDonald's - McWings: First Bite Reactions

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  • McWings: First Bite Reactions
    Integrated, social media-led campaign for new product launch
  • Maccas were launching a new product - McWings - to take the chicken battle to KFC. They taste incredible, according to the brief, and Maccas wanted to show people that.

    We thought it was a better idea to ask people to show us, so we came up with a competition to find the best 'First Bite Reactions'. Customers could enter videos and photos of themselves reacting to their first bite of the product, in an effort to win a $5,000 prize.

    The campaign Facebook app allowed people to upload their entry, and was supported by a TVC, press and online advertising.
  • The app
  • 30' TVC
  • OTP banner
  • One of the winning entries