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Award: Shortlist

Shortlist / Media / Social / 2023

Any gamer would agree that the food in video games looks just like the food at McDonald’s. Staking its claim on all gaming food, McDonald’s collaborated with the biggest gaming influencers in the Philippines to invite gamers to take screenshots of virtual food, brand them #ThisIsMcDonalds, and redeem McDelivery coupons in real life. While other brands negotiated with one publisher at a time, this cross-gaming hunt effectively tagged McDonald’s food in over 350 different gaming titles, boosting not only brand engagement but also McDelivery sales.