AFK is water under the bridge
McDonald's has also recognized the growing importance of the gamer community and is targeting this group exclusively in its current McDelivery campaign.
Once inside the game, gamers spend hours and hours in their virtual world, forgetting all sense of time and usually finding it hard to tear themselves away from the screen. Taking breaks is a complicated issue and can become almost impossible, especially in online games with other players. Although there is (fortunately) no alternative solution in the service sector for the unavoidable pauses in between, at least delivery services provide a remedy for the speedy procurement of food.
That's why McDonald's and DDB Prague are exclusively targeting this group with their current print campaign for McDelivery, showing that they never have to be "AFK" (Away From Keyboard) - no matter what world they're in or what gate or portal they're standing in front of.
