Alongside McDonald’s Christmas TV ad, in which a young girl takes her last carrot stick home for the reindeer on Christmas Eve, Snapchatters can unlock an exclusive ‘Carrot Run’ game - built by MPC Creative in partnership with Snapchat and Leo Burnett. This hub can be unlocked by scanning Snapcodes on millions of items of Christmas packaging, or by swiping up on special McDonald’s Snap Ads that will be available to the 10m+ daily Snapchatters in the UK.
Pete Conolly, CD at MPC Creative says,“This the first time we’ve built a bespoke game for this platform and it’s been great fun, as well as a learning process for our team. It’s encouraging to see a brand like McDonald’s embracing Snapchat to generate some fun, in-app content aimed directly at their audience.”
As well as the exclusive Snapchat game, MPC Creative developed a microsite, 'Reindeer Ready Live', to allow people to capture the magical moment the reindeer visits their home. Andre Assalino, Interactive CD at MPC Creative says, "We wanted the experience to be incredibly simple, making sure everyone could easily get a great video out of it with minimal effort. It all starts with taking a photo of a living room, then framing it to make sure the reindeer isn’t on top of a coffee table or a sofa, which initiates the cloud video rendering process. Behind the scenes, the image gets composited with footage of the reindeer eating carrots. We added some lighting effects and a camera shake to make sure the output feels like a believable home video - which can be played and shared with everyone. The final trick was to ensure that the back–end infrastructure was invisible to the user while remaining fast, reliable and able to keep up with the number of visitors that come with a McDonald’s activation."
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