MPC builds a bespoke Snapchat game for McDonald’s in collaboration with Leo Burnett
Alongside McDonald’s Christmas TV ad, in which a young girl takes her last carrot stick home for the reindeer on Christmas Eve, Snapchatters were able to unlock an exclusive ‘Carrot Run’ game – built by MPC in partnership with Snapchat and Leo Burnett. The hub could be unlocked by scanning Snapcodes on millions of items of Christmas packaging, or by swiping up on special McDonald’s Snap Ads that were available to 10m+ daily Snapchatters in the UK.
As well as the exclusive Snapchat game, MPC developed a microsite, ‘Reindeer Ready Live’, to allow people to capture the magical moment the reindeer visits their home. The experience was designed to be incredibly simple to ensure users could easily get a great video out of it with minimal effort. Behind the scenes, the image was composited with footage of the reindeer eating carrots. The team then added some lighting effects and a camera shake to make sure the output feels like a believable home video. It was important to ensure that the back–end infrastructure was invisible to the user while remaining fast, reliable and able to keep up with the sheer number of visitors that come with a McDonald’s activation.