#ReindeerReady Carrot Run

McDonald's

McDonald's #ReindeerReady Christmas campaign taps into Christmas


 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, Creative Director, 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-line 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."

Credits

Agency
Leo Burnett
Agency Creative Director
Pete Heyes
Agency Creatives
Mark Franklin & Rob Tenconi
Agency Account Director
Steve Halliday
Agency Account Manager
Amy Love
Agency Senior Account Manager
Felicity Davies
Agency Digital Producer
Sarah Ioannou
Sound Design - Carrot Run
Sam Robson at 750mph
Sound FX - Ready Ready Live
Laurence Whatley @ 750mph
MPC Creative, Creative Director - Carrot Run
Pete Conolly
MPC Creative, Executive Producer
Dan Phillips
MPC Creative, Creative Director - Ready Ready Live
Andre Assalino
MPC Creative, Digital Producer
Sinead Catney
MPC Creative, Project Manager
Carl Ellis Coward
Lead Developer - Carrot Run
Dan Lewis
Lead Developer - Ready Ready Live
Jamie Whittle
Developer - Carrot Run
Stefan Johanson
Illustrator - Carrot Run
Ben Pearce
Designer - Ready Ready Live
Erik Norrhede
Game Music Design - Carrot Run
Pete Conolly
MPC 3D Creative Director
Nishanth Shrinivasa
3D Production Manager
Chris Preston Barnes
3D Team - Carrot Run
Piers Limberg, Kunal Sarkar, Shiny Rajan, Debasish Raha, Jayadeep Chandran, Kalaiarasu P, Sourodeep D, Sumita D, Jaspreet, Kartik Gupta, Subbaiah

London

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