McDonald’s lets fans help a hot chip detective solve crimes in new major Loaded Fries push
McDonald’s is giving its Facebook fans the chance to determine how a hot chip solves a series of crime in a new online ‘movie’ called Loaded, which is part of its new #FryFlix marketing push.
DDB Sydney and VML have created a string of new online videos and TV ads to spruik the fast food chain’s latest product, Loaded Fries, which come with a variety of sauces.
https://www.youtube.com/watch?v=718nKy0W3t8
The launch trailer for the scheme puts fries at the centre of the narrative playing various characters, and telling people they can control what happens next by interacting with the brand on Facebook.It is part of a ‘Bring Fries to life’ campaign from the brand.
Bronwyn Powell, senior marketing director, McDonald’s Australia said in a statement: “Loaded Fries are like nothing Macca’s has ever served before. They’re a big change for us and bring two new personalities to our French Fries – I wanted our campaign to reflect this and be something people would really take notice of.
“I challenged my team and our agency partners to push the boundaries and give us a campaign that transcends both traditional and new channels. They’ve certainly delivered with the range of FryFlix films, and I’m excited to see how Aussies respond to it.”
A series of TVCs by DDB bring the different sauces, including Salsa, guacamole and cheese, to life with different personalities in what the brand calls “irreverent” short films.
Toby Talbot, chief creative officer, DDB Sydney said: “The creation of this campaign and films has been a great collaborative project between agency, client, director and some superb improv comedians. And I think it shows. We enjoyed making them and hopefully people will enjoy watching them.”
VML has been tasked with taking #FryFlix social creating the short film Loaded, with Facebook fans given the chance to determine how Detective Fry solves a Fry Town crime over a five episode series. The final short film will premiere on Facebook on December 26.
The best Loaded scene suggestions will be brought to life in the movie and everyone who participates will be added to the film’s credit roll, with the fans behind the final scenes celebrated as directors of the next episode.
Aden Hepburn, managing director and executive creative director, VML Australia added: “We’ve had a lot of fun working with McDonald’s on ‘Loaded’ and are thrilled to have been able to produce a social component which truly engages McDonald’s fans. I’m looking forward to seeing where Australians send Detective Fry on his investigation.”
The campaign launched this week.
Hello McDonald’s and DDB. This week was 1 December not 1 April.
Putting fries at the center of the narrative. Jesus wept this is dillusional. Customers go to McDonald’s for fast and cheap food. Very few have the time or desire to interact with the brand.
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Good to see someone stepping into the gap left by Tropfest’s demise.
But seriously, wtf is this campaign mechanic?
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“The final short film will premiere on Facebook on December 26”
Yeah, I’ll be looking out for that film release on Boxing Day…
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“Loaded Fries are like nothing Macca’s has ever served before”
I beg to differ; 95% of the dish is fries, so EXACTLY like what they’ve served before. The gloop on top is not a revolution.
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“a variety of sources” – Sources? Really???
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It’s no “Macca’s Chef”:
https://mumbrella.com.au/maccas-goes-long-form-with-masterchef-spoof-9992
Cultural icon of advertising. Hard to live up to. Credit to all for trying.
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Hi anon,
Absolutely right a heinous error. I’m taking myself off for a talking to.
Cheers,
Alex – editor, Mumbrella
This must be the non-advertising stuff that’s saving the industry.
The future’s pitch black
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@4 Dec 15, 5:30pm ‘@marc’
‘The future’s pitch black’ – Just what the f*** are you doing about that then?
Assuming you are indeed in this industry and commenting on an industry blog, you do bear some kind of responsibility for where the industry is going in the future.
I won’t defend this work. It looks like it had zero dollars invested in it from the agencies concerned, who probably skimmed every last cent off the top of their production budget and then some.
But I won’t take a crappy content ad for McDonald’s and start slamming an entire industry with negativity, exclaiming ‘The future’s pitch black’.
No.
I’ll fight for better budgets – internally and externally. I’ll push for good ideas. I’ll help change things for the better.
And I’ll offer constructive criticism instead of the pathetic, woeful, sit-on-your-arse and blame-everyone-else attitude you tout.
It’s toxic, and it’s that kind of apathy that’s killing our livelihoods.
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I guess I’m the odd one out. After the atrocity that was “very un-McDonalds” I think this is fun. The mechanic is a confusing though.
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