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.

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.


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