When McD's launched it's new line of coffeehouse-style coffees, the challenge was convincing consumers it wasn't a just-add-water powder mix, but real coffee made with real coffee beans.
We launched a series of interactive games in which users made shareable artwork using product ingredients.
We launched a similar game/gallery that allowed users to draw foam designs in their McCafe Cappuccino.
And for summer, we ran "Coffee On Ice" which allowed players to control a figure skating coffee bean. Another fun, subtle and totally ridiculous way to reinforce that McCafe is made with real coffee beans.