The in-app game "X-mas Magic Run" offers users new additional functions in December, such as an overview map, a secret level, more seasons and even more daily, weekly and main prizes. In this way, the game is expected to attract a large number of the approximately one million app users and new guests to the restaurants. The app also offers various incentives from cooperation partners such as Snipes, Coca-Cola, One+ and Zattoo.
Cross campaigning on social media and in-game specials will also playfully incorporate the Snipes X McDonald's collection and Big Mac Bacon into the winter campaign.
As already last summer Wintergame also comes with 8-bit graphics, paying homage to legendary arcade games like Super Mario Bros. and Wonder Boy. The game was realized together with TBWA\X from Amsterdam.
The spot for the game was again produced together with Shining Film and director Simon Wannaz. The campaign is accompanied by print, online and social media measures as well as Christmas GIF animations that can be used on social media and can be seen as window stickers in the restaurants.
Responsible at McDonald's Switzerland: Aglaë Strachwitz (CEO), Jean-Guillaume Bertola (Marketing Director), David Smadja (Digital Marketing Lead), Anne-Cécile Combe (Digital Senior Consultant) Diane Biancotti (Brand Specialist &sss Marketing Consultant), Brenda Henry (Intern Digital Marketing & Business Insights), Sandrine de Cerjat (Marketing Consultant), Daria Lowe (Marketing Trainee). Responsible at TBWA\Zurich: Manuel Wenzel, Tizian Walti, Calvin Kroehne, Luise Zoeckler, Stephanie Seematter, Reto Clement, Mathias Bart, Mario Hipleh (creation), Dominik Laubscher, Patricija Slekyte, Morgana Stolz (consulting), Onno van Gijssel, Florido Meacci (TBWA\X). Partners: Shining Film (Film Production), Caroline Braun (Executive Producer), Stefan Girtanner (Senior Producer), Simon Wannaz (Director).