{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF GUERRILLA MARKETING & STUNTS","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\/\r\nLEO 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":"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,
PUBLICIS GROUPE SEA","content":"BARBARA MESSER","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\n
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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\n
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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. 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\n
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With zero USD media spend, the quirky gaming console mod reaped massive numbers for McDonald’s: \r\n
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Over 1.2 billion impressions gained \r\n
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Over 29 million USD media earned ","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\n
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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\n
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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. ","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.\r\n
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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 Switch 2 launch in the Philippines, gaming creators were scrambling for new content. To feed that demand, the full 3D file for the open-sourced GamiFries was uploaded to MakerWorld, a global 3D-printing community.\r\n
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A user called “7R135” (hacker-speak for FRIES) shared everything: the printable files, assembly guide, demo video, logo, sticker artwork, and even links to the exact magnets required. Riding the hype around the new console, the community immediately embraced it. Makers downloaded, printed, modified, and posted their builds, while others flooded the page with questions and praise.\r\n
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The buzz soon escaped the 3D-printing world. Gaming and tech sites picked up the story, turning a quirky DIY accessory into a piece of organic PR that gamers and tech fans eagerly shared.\r\n
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When local streamers and Switch groups began posting their own GamiFries, some started giving printed versions away to followers. McDonald’s Philippines joined the conversation by offering free-fries coupons to pair with the accessory.\r\n
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Soon, both GamiFries and McDonald’s fries were in gamers’ hands, filling social feeds with unprompted brand love. By making the design open and shareable, the community itself became the brand’s loudest advocates.","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: \r\n
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Over 1.2 billion impressions gained \r\n
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Over 29 million USD media earned \r\n
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It was the world’s biggest gaming console moment, hijacked big time by a side of fries. \r\n
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","is_link":false}],"files2":[{"name":"","type":"pdf"}],"count":1}