Situation:

Being part of the gamer world is an increasingly pressing need for McDonald's Mexico, a market where 57.4%* of its inhabitants consider themselves gamer.

Brief:

The client wanted to take over Twitch and promote McDonald's most monster burgers Halloween edition but with a low budget.

Objectives:

Link the brand to the gamer world.

Create a brand experience with a low budget.

Increase app downloads.

Increase orders through McDelivery.

While the streamers play live on Twitch they open their microphones to interact with other players, so from the open microphone of any player during the game they can interact with the streamer and with the thousands of live viewers.

That's why McDonald's Mexico, instead of buying a home page headliner offered by Twitch for the budget it had, decided to use the money to produce the most monstrous audios and take advantage of the open microphones of thousands of streamers and hack the platform to promote the most monstrous McDonald's hamburgers Halloween edition.

As if we were just another fan, we broke in with over 70 creepy audios in over 700 live games to promote McDonald's monster burgers.

Being part of the gamer world is an increasingly pressing need for McDonald's Mexico, a market where 57.4% of its inhabitants consider themselves gamer. And if we wanted to enter the gamer world, we definitely had to enter Twitch.

To do so in the most organic way possible, we set out to become just another gamer, understanding the dynamics of open mics and respecting the natural behavior of gamers and fans. So our strategy was not to seek to please gamers, but to become one of them.

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

-Augus, 2022: we created more than 70 chilling audios to play with more than 700 live games

-September, 2022: We connected McDonald's account with discord and tested.

- October, 2022: We broke in with over 70 creepy audios in over 700 live games to promote McDonald's monster burgers.

- We created 70 chilling audios

- We joined more than 500 live games.

- We interacted with 10,000 fans live and gave them direct access to McDonald's ecommerce to try the Halloween edition monster burgers.

-More 25% vs. average daily sales.

- More than 500,000 live fans.

-Trending topic in Mexico

-100% positive sentiment.