{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CONTENT PLACEMENT","is_link":false},{"keyword":"ENTRANT COMPANY","content":"BBH SINGAPORE, SINGAPORE","is_link":false},{"keyword":"TITLE","content":"GAMIFRIES","is_link":false},{"keyword":"BRAND","content":"MCDONALD'S","is_link":false},{"keyword":"ADVERTISER","content":"MCDONALD'S PHILIPPINES","is_link":false},{"keyword":"AGENCY","content":"BBH SINGAPORE, SINGAPORE\/LEO MANILA, MANILA","is_link":false},{"keyword":"CHIEF MARKETING OFFICER","content":"ADA LAZARO (MCDONALD'S PHILLIPINES)","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"SID TULI (BBH SINGAPORE)","is_link":false},{"keyword":"GENERAL MANAGER","content":"JUDY MEDINA (LEO MANILA)","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"AJAY VIKRAM (PUBLICIS GROUPE SEA)\/SASCHA KUNTZE (BBH SINGAPORE)\/\r\nRAOUL PANES (PUBLICIS GROUPE PH AND LEO MANILA)","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"JANSON CHOO (BBH SINGAPORE)\/KHAIRUL MONDZI (BBH SINGAPORE)","is_link":false},{"keyword":"GROUP CREATIVE DIRECTOR","content":"MELA ADVINCULA (LEO MANILA)","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"GUSTAVO BONZANINI (BBH SINGAPORE)","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"NICO TANGARA (BBH SINGAPORE)\/LUKE SOMASUNDRAM (BBH SINGAPORE)","is_link":false},{"keyword":"CREATIVE TECHNOLOGIST","content":"NICO TANGARA (BBH SINGAPORE)","is_link":false},{"keyword":"ART DIRECTOR","content":"JEREEK ESPIRITU (BBH SINGAPORE)\/JONATHAN CHEN (BBH SINGAPORE)","is_link":false},{"keyword":"COPYWRITER","content":"SYAHMINA ABYANA (BBH SINGAPORE)","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"WENDI CHONG (BBH SINGAPORE)","is_link":false},{"keyword":"SENIOR PRODUCER","content":"CHUN YI KWEK (BBH SINGAPORE)","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"KIMIE ARENILLO (LEO MANILA)","is_link":false},{"keyword":"HEAD OF CLIENT SERVICE","content":"DAVID ANSON (BBH SINGAPORE)","is_link":false},{"keyword":"ASSOCIATE ACCOUNT DIRECTOR","content":"KEREN GOH (BBH SINGAPORE)","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"RACHEL KWEK (BBH SINGAPORE)","is_link":false},{"keyword":"MARKETING DIRECTOR","content":"ASHLEY DELGADO (MCDONALD'S PHILLIPINES)","is_link":false},{"keyword":"COUNTRY DIRECTOR","content":"FRANCESCA UMALI (PUBLICIS PLAY PH)","is_link":false},{"keyword":"SOCIAL MEDIA MANAGER","content":"ENZO ZULUAGA (PUBLICIS PLAY PH)","is_link":false},{"keyword":"PR AGENCY","content":"MSL PHILIPPINES, MANILA","is_link":false},{"keyword":"HEAD OF PR","content":"CAROL BATTAD (MSL PHILIPPINES)","is_link":false},{"keyword":"MEDIA RELATIONS HEAD","content":"LENDL FABELLA (MSL PHILIPPINES)","is_link":false},{"keyword":"MEDIA RELATIONS","content":"LENDL FABELLA (MSL PHILIPPINES)","is_link":false},{"keyword":"INFLUENCER RELATIONS","content":"FRANCESCA UMALI\/ENZO ZULUAGAZ","is_link":false},{"keyword":"CREATIVE PUBLIC RELATIONS LEAD，<br>PUBLICIS GROUPE SEA","content":"BARBARA MESSER","is_link":false},{"keyword":"BACKGROUND OVERVIEW","content":"Snacking and gaming have always gone together, and McDonald’s Philippines knows it. In a country with more than 43 million gamers, from casual players to esports pros, the brand has long looked for ways to earn a place in gaming culture. It has sponsored mobile tournaments and, in 2023, launched its Unbranded Menu campaign, rewarding players for spotting McDonald’s lookalikes inside video games.\r\n<br>\r\n<br>So when 2025’s biggest console launch was announced, McDonald’s made its move. It hijacked the debut of the Nintendo Switch 2 with GamiFries, a snap-on accessory that put fries and brand right into gamers’ hands.\r\n<br>\r\n<br>Knowing gamers hate intrusive sponsorships, the brand released GamiFries anonymously on MakerWorld, a major 3D-printing community, and quietly seeded it to creators and gaming groups. The idea spread fast. Filipino streamers began sharing it, then global gaming sites picked it up, turning a niche mod into a worldwide talking point. Downloads of the 3D model surged as gamers everywhere joined in.\r\n<br>\r\n<br>With zero paid media, GamiFries delivered massive impact:\r\n<br>Over 1.2 billion impressions and more than USD 29 million in earned media.","is_link":false}],"files2":[{"name":"","type":"pdf"}],"count":1}