McDonald’s needed to get 2 million new app users by end of 2022. So we thought, what better way to get people to download the app than to dangle something shiny and gold in front of them? Something that’s been a part of McDonald’s lore forever.
Something like... the McDonald's Gold Card which grants fans free McDonald’s for Life.
Yes, it's true. We brought the McD's Gold Card out of hiding and made it possible for people to acquire this mythological superpower.
And to tell people about it, we imagined all the things you could get with that kind of power. All the things only McDonald’s Money can buy. Because when you win Free McDonald’s for Life, that makes you… McDonald’s Rich.
Featured in: AdAge, Food&Wine, USA Today, The Drum, Time Out, Forbes & many, many more…
And we didn’t just make a brand new gold-plated card. We also put it in the iconic McDonald’s Clam Shell and made that gold-plated too. And the inside of the box has LED lights that rival Times Square. HMU if you want one. I’ll see what I can do.
Agency: Wieden+Kennedy New York
Creative Directors: Marques Gartrell, Brandon Henderson, Krish Karunanidhi
Copywriter/Creative: Nechama Muchnik
Art Director: Jennie Ellsworth
Director: Tim Heidecker
Production: PRETTYBIRD
