geoff miller
Digital Marketing Portfolio | Resume
McDonald’s McNuggets of Fun All Family Shrek Event
The McDonald’s Shrek All-Family Event showcased Shrek Forever After and delivered lots of “funexpected” moments that families could enjoy, from in-restaurant fun with a Shrek-themed 20 piece “McNuggets of Fun Pack” to mobile trivia to 3 exclusive online games. We created a “virtual arcade” experience with every Chicken McNuggets package. On each 10 and 20 piece box, kids and parents could punch out a “McNugget of Fun” coin with a code that unlocked an exclusive branded Shrek game online at PlayatMcD.com. We partnered with one of the best game developers in the business to create 3 family-friendly Shrek games with sophisticated physics engines: Donkey’s Escape Clause, Fiona’s Tower Tumble and Puss in Boots Pinball. When players finished their games, they were able to claim their “handsome rewards” from program partners: a choice of a one-night DVD rental from Redbox, 25 prints from Snapfish or a Shrek Flash mini-game pack from Activision.
The program achieved positive movement across all a la carte McNuggets sizes every week of the promo period: 31MM 10-pc. McNuggets and 20-pc McNuggets of Fun family packs sold out early at 5.6MM. Post-promotion qualitative research indicated that moms did indeed perceive it as a fun all-family experience. The website was one of the most popular online promotions released by McDonald’s over the past several years, touting impressive traffic and conversion rates. Over 600,000 players visited the site for an average of 5:46. The promotion had over 400,000 registrations and 600,000 rewards redeemed.
Awards:
• 2011 W3 Award, Best Microsite
• 2011 Tempo Award, Integrated Marketing Campaign