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McDonald's asked for 2M app downloads during the month of July.
We created Camp McDonald's, a world of exclusives from merch drops to deals to concerts, all in the McDonald's app.

TV:

A concert each week Sunday in the McDonald's app:

Camp McDonald's: Kid Cudi's "In The Booth" Performance
Ben Capshaw

Camp McDonald's: Kid Cudi's "In The Booth" Performance

Camp McDonald's: Kid Cudi's "In The Booth" Performance

Camp McDonald's: BIBI's "In The Booth" Performance

Camp McDonald's: blackbear's "In The Booth" Concert

Camp McDonald's: Omar Apollo's "In The Booth" Performance

with a camp world tailored for each artist:

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Merch collabs every Thursday with MA®KET, Free & Easy, Kid Cudi, and even a skincare kit with innisfree.

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and the release of the almighty Grimace Float... which crashed the website out of popularity

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There were ~150 unique assets for this campaign. Here's a select few:

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People made fan art, ripped off merch, and made jokes on social:

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and we got some earned media:

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And it worked! We got 1.99 million people to download the McDonald's app in one month.

Art Director: Jane Kang

Designer: Liam Hamill

Producer: Molly McLafferty

CDs: Brandon Henderson & Marques Gartrell

Director, Animation: Jack Brown

Director, Live Action: Emil Nava

Director, Social Media: Chloe Hughes

Photographers: tyler the girl, Teagan Rohan, Kristin Gladney

Editor: Chancler Haynes

Social Editors: Edward Schroer, Rich Gonzalez

Sound Designer: Mike Vitacco

Live Action: Ammolite Studios

Animation: BlinkInk

Music: Walker

Edit: Cosmo Street

Sound: Heard City

VFX: The Mill

Full credits

Made at Wieden + Kennedy NY