A|X Armani Exchange wanted to engage consumers and let them create their own t-shirt designs in line with their graffiti theme.
Following three years of successful McFlurry festival campaigns, we were briefed by Fuse to produce a cutting-edge, immersive, content-generating McDonald’s experience across six festivals this summer. This campaign would be centered around McNuggets and we are working with Fuse to create the most immersive McDonald’s festival experience!
The experience needed to be show stopping, getting a 16-24-year-old Instagram-savvy, festival loving audience to share the content to social.
As guests enter the box they weave through a maze of giant McNuggets to view themselves on our Augmented Reality screens with McNuggets heads and McNugget laden giant tongues. Festival goers could download the AR filters to their own devices to create further content to share during and after the festivals – a perfect channel to reach the target audience.
Once festival goers reach the end of the immersive queue, they enter the upside-down McNuggets room. Fans pick up a giant McNugget and reach up to the Dip Tub on the ceiling as our 360X records them. The result is a video instantly processed with branding autospliced and sent to a sharing station. Fans can view the video of themselves falling into a McNugget dipping sauce and immediately share to social.
With all this excitement, this McDonald’s festival campaign really will be the most exciting year yet!
Check out the stats from our first event below