Big Mac Hero invited fans to level up their love for the classic burger by collecting all 3 Big Mac sizes while avoiding enemy foods. The game was unlocked through unique Snapcodes on McDonald's cups - targeting the most loyal McDonald's fans.

The game also targeted fast food lovers with a one-of-a-kind 8-bit lens on Snapchat, a total Reddit homepage takeover and by reaching hand raisers in food and game specific subreddits. A care package, resembling an old-school video game box, was even sent out to the biggest names in gaming. The result? An instant classic.

A hyper-targeted media strategy served fast food lovers and gamers with Big Mac Hero. We not only reached our core audience, but those audiences became our most important media vehicle; organically sharing their love for McDonald's and the Big Mac.

To stay true to gamer culture, Big Mac Hero was seeded to our audiences in 3 'levels'. First, true McDonald's fans were invited to unlock the game through unique Snapcodes on McDonald's cups and by being served a limited 8-bit Snapchat lens where friends could share the game through a context card. Next, game lovers discovered the game on Reddit with a homepage takeover. Finally, exclusive influencer packs - resembling an old-school entertainment system - were sent to some of the biggest names in gaming. Fans answered the call in droves and carried the torch far beyond our media buy.

? 393,980 unique Snapcode scans

? 5-minute average play time

? The most played QSR game in 'cross channel' history

? 9.8% click-through rate from lens shares (8x the benchmark)