{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"BREAKTHROUGH ON A BUDGET","is_link":false},{"keyword":"ENTRANT COMPANY","content":"LEO MANILA, MANILA","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\/\nLEO MANILA, MANILA","is_link":false},{"keyword":"CHIEF STRATEGY OFFICER","content":"STÉPHANE MISSIER (BBH SINGAPORE)","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,PUBLICIS GROUPE SEA","content":"AJAY VIKRAM","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"SASCHA KUNTZE (BBH SINGAPORE)\/RAOUL PANES (LEO MANILA)","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"JANSON CHOO\/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\/LUKE SOMASUNDRAM","is_link":false},{"keyword":"CREATIVE PR LEAD,PUBLICIS GROUPE SEA","content":"BARBARA MESSER","is_link":false},{"keyword":"CREATIVE TECHNOLOGIST","content":"NICO TANGARA (BBH SINGAPORE)","is_link":false},{"keyword":"ART DIRECTOR","content":"JEREEK ESPIRITU\/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":"AGENCY PRODUCER","content":"CHUN YI KWEK (BBH SINGAPORE)","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"DAVID ANSON (BBH SINGAPORE)\/KIMIE ARENILLO (LEO MANILA)","is_link":false},{"keyword":"ACCOUNT MANAGER","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":"PR AGENCY","content":"MSL PHILIPPINES, MANILA","is_link":false},{"keyword":"HEAD OF PR","content":"CAROL BATTAD (MSL PHILIPPINES)","is_link":false},{"keyword":"MEDIA RELATIONS","content":"LENDL FABELLA (MSL PHILIPPINES)","is_link":false},{"keyword":"INFLUENCER RELATIONS","content":"FRANCESCA UMALI\/ENZO ZULUAGA (MSL PHILIPPINES)","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Snacking and gaming have always been intertwined. McDonald’s in the Philippines understands this. In a country with over 43 million active gamers, ranging from casual players to esports professionals, the brand continually seeks to connect with them. \r
It has sponsored multiple mobile game tournaments and in 2023, launched its highly successful Unbranded Menu campaign which rewarded gamers who took screenshots of McDonald’s food-alikes across video games. So when 2025’s biggest gaming console release was announced, McDonald’s went full gamer nerd mode. It hijacked the launch of the new Nintendo Switch 2 console with GamiFries. This was a snap-on attachment that literally placed the brand and the fries right in the hands of gamers.\r
But, aware that gamers are averse to big brand sponsorships ruining their gaming experience, the brand stealthily rolled out the campaign anonymously on MakerWorld, a top 3D model resource and community. This was seeded to gaming communities and influencers. Gamers quickly picked it up. \r
While gaming influencers in the Philippines were engaging their fans about GamiFries, the conversation blew up globally as gaming publications got wind of the invention and got gamers from around the world talking about it online. The MakerWorld GamiFries page saw a huge spike in downloads as well for the 3D model. \r
With zero USD media spend, the quirky gaming console mod reaped massive numbers for McDonald’s: with over 1.2 billion impressions gained, and over 29 million USD media earned.\r
","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Months before the launch of the new Nintendo Switch 2, leaks about its features were already circulating across gaming and tech sites. One upgrade stood out: the detachable controllers that let players seamlessly shift from home console to handheld were getting a clever boost. Now redesigned with magnets and sensors, they promised even faster, more intuitive switching between modes. And that’s when a hack idea clicked.\r
McDonald's cooked up a fries holder that snapped onto the Switch 2 using its built-in magnets, and uploaded the free design to MakerWorld, a 3D-printing platform. This was a downloadable idea, an un-exclusive hype drop anyone could print, for the bragging rights. Just like that, we put the classic side from our menu front and center for gaming's newest launch.\r
The design could perfectly fit a medium box of McDonald’s fries. And while the GamiFries design was unbranded, it was inspired by the iconic red shape of a fries box, and featured a cheeky circular carve-out strategically positioned to highlight the M logo on a McDonald’s fry box. Now, players can have a side of McDonald’s fries while gaming. In docked or handheld mode for uninterrupted play. \r
","is_link":false},{"keyword":"STRATEGY","content":"Gamers present a prime target audience for McDonald's as they require convenient refueling during gaming sessions. Many are existing customers, making the integration of their favorite food into their gaming experience a win-win scenario. The primary challenge is that gamers dislike interruptive, surface-level branding that doesn't respect their culture. These are the kind of sponsorships that get clocked instantly and called out loudly. So we championed the clever use of hardware and aimed for utility and native integration into the current experience of gamers. Gamers’ discovery of the fry holder console accessory GamiFries – with its perfect size, the right color, the window for the logo to peek through – naturally made them associate it with their favorite fries. We led them to GamiFries by sharing the 3D print model for free. And with the excitement the accessory generated, gamers evangelized. The word spread fast even beyond the Philippines and quickly associated the brand with the hot, new Switch 2. ","is_link":false},{"keyword":"EXECUTION","content":"In the weeks following the launch of the Switch 2, the full 3D file of the open-sourced GamiFries design was uploaded on MakerWorld, a 3D model resource and online community.\r
A member profile, “7R135” (hacker speak for FRIES), was created to share everything – the 3D printable file, assembly guideline, a video demo, the logo and artworks for stickers, even the link to the exact magnets that fit the model. \r
Fueled by the ongoing excitement for Switch 2, the community immediately picked it up. Soon the buzz spilled out, as online publications got wind of the quirky accessory and churned out articles which were lapped up by gamers and tech geeks alike. Organic PR at its purest.\r
When local game streamers and Switch online groups started posting about GamiFries, some started giving away the 3D-printed GamiFries holders to their fans for free. McDonald’s Philippines quickly joined the conversation, offering coupons of free fries to go along with their new console accessory. \r
Soon, GamiFries and McDonald’s fries were in the hands of the gamers. And they hyped their new loot and the brand on their social media pages. With the democratization of GamiFries, the gamers became the brand’s allies and evangelizers\r
","is_link":false},{"keyword":"RESULT","content":"With GamiFries, McDonald’s went full gamer and reaped the rewards. The hardware-first idea turned a new feature of the Nintendo Switch 2 into a playable brand moment. Through player-led discovery, it spurred organic sharing, creator adoption and massive community chatter. With zero USD media spend, the quirky gaming console mod delivered huge numbers: with over 1.2 billion impressions gained, and over 29 million USD media earned.\r
\r
It was the world’s biggest gaming console moment, hijacked big time by a side of fries.\r
","is_link":false},{"keyword":"ENTRANT MUST CLEARLY INDICATE HOW THE CAMPAIGN UTILISED THE LIMITED BUDGET AND RESOURCES TO OVERCOME THE CHALLENGES","content":"THE NINTENDO SWITCH 2 LAUNCH WAS THE GAMING GIANT’S BIGGEST LAUNCH YET. EPIC MOMENT FOR GAMERS. AND GAMERS CONSUME MCDONALD’S TOO. BUT WITHOUT AN OFFICIAL PARTNERSHIP, HIJACKING THE EVENT WAS THE WAY TO GO FOR THE FASTFOOD ICON. ANTICIPATING HOW ALL OTHER BRANDS WILL JOIN IN ON THE CONVERSATION – VIA CLEVER SOCIAL CONTENT – MCDONALD’S CHOSE TO STAND OUT IN THE BRAVEST WAY POSSIBLE: HACKING THE CONSOLE ITSELF.\r
WITH ONLY A FEW MONTHS TO THE SWITCH 2’S LAUNCH DATE AND ONLY RUMORED LEAKS OF THE FEATURES TRICKLING IN, WE WENT FULL-ON GAMER NERD MODE TO SPOT AN OPPORTUNITY. WHEN THE NEW CONTROLLERS WERE OFFICIALLY REVEALED TO BE MAGNET-BASED, MCDONALD’S COOKED UP THE QUIRKIEST IDEA YET: THE GAMIFRIES SIDE ATTACHMENT – WITH JUST A 3D MODEL, A 3D PRINTER, AND A COUPLE OF STORE-BOUGHT MAGNETS.\r
IN THE GAMING WORLD, A GENIUS HACK IS BEST SHARED FOR FREE – AND THAT’S EXACTLY WHAT MCDONALD’S DID. GOING INCOGNITO IN AN ONLINE 3D RESOURCE COMMUNITY MAKERWORLD, ANONYMOUS USER 7R135 (LEETSPEAK FOR FRIES) SHARED THE GAMIFRIES PRINTABLE MODEL, A VIDEO DEMO, AND EVEN STICKERS FOR DOWNLOADING. \r
AND WHEN COMMUNITY MEMBERS AND GAME INFLUENCERS PICKED IT UP AND STARTED SHOWING OFF THEIR SELF-PRINTED RIGS ON THEIR SOCIAL PAGES, EVEN DOING GIVEAWAYS FOR THEIR FOLLOWERS: GAMIFRIES GAINED LOVERS (AND HATERS!) – AND MASSIVE, FREE ONLINE PUBLICITY. TECH PUBLICATIONS AND NOVELTY SITES WOULD RIDE ON SHORTLY, SHARING REVIEWS AND DEMOS TO AUDIENCES EVEN OUTSIDE OF GAMING. ALWAYS WITH THE MCDONALD’S NAME IN THE CONVERSATIONS.\r
IT WAS A BREAKTHROUGH ON PRACTICALLY ZERO BUDGET: FOR A FRACTION OF THE COST TO PRODUCE A PROTOTYPE, AND ZERO USD MEDIA SPEND, MCDONALD’S GAINED OVER A BILLION IMPRESSIONS SUCCESSFULLY (AND LITERALLY) INSERTING THE BRAND IN THE BIGGEST CONSOLE LAUNCH YET.\r
","is_link":false},{"keyword":"URL","content":"https:\/\/youtu.be\/1iOmGj1sSBo?si=jVYtrjPRVESyZEl9","is_link":true}],"files2":[{"name":"ME28_004.mp4","type":"mp4"},{"name":"ME28_004_DI01L.jpg","type":"jpg"}],"count":2}