McDonald’s: Unbranded menu

McDonald’s, a fast-food brand, tapped into the ubiquity of its menu in video games with its Unbranded Menu campaign in the Philippines.

Campaign Summary

Gaming is well on its way to becoming mass media. While other brands pay to play, the McDonald's menu is so iconic that video games have been mimicking it for years.

Why try and integrate McDonald's into just one game when McDonald's food has been in who-knows-how-many video games all along - HIDING IN PLAIN SIGHT!

To stake our claim on this unbranded menu, McDonald's collaborated with the country's biggest gaming influencers to rally the gaming community to screengrab virtual grub from ANY GAME, brand them McDonald's and redeem corresponding McDelivery coupons IRL.

While other brands negotiated with...

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