I look like Anthony Michael Hall

Ogre The Top McNuggets of Fun!

The Shrek Forever After All-Family Event at McDonald’s

McDonald’s wanted to build an All-Family Event around the premiere of Shrek Forever After to promote sales of Chicken McNuggets. Just a few creative restrictions, however: Shrek couldn’t endorse, eat, touch, or even look longingly at the McNuggets.

We needed a conceptual link between the food and the movie. We found it in “Funexpected,” a term we coined to describe those delightful little moments of fun that defy your expectations. Like whenever Shrek the grumpy ogre reveals the kind-hearted hero underneath. We used Shrek to introduce consumers to the Funexpected side of Chicken McNuggets, and built Funexpected surprises into every program element.

Ogre The Top McNuggets of Fun!

The Shrek Forever After All-Family Event at McDonald’s

10-Piece McNuggets with “McNugget of Fun” gamepiece

The surprises started with the “McNugget of Fun” gamepiece on 10-piece Chicken McNuggets. It delivered a code that drove consumers online to play exclusive Shrek games and get digital rewards.

Ogre The Top McNuggets of Fun!

The Shrek Forever After All-Family Event at McDonald’s

20-Piece “Ogre the Top McNuggets of Fun” Box

This special edition 20-piece McNuggets of Fun box, added to McDonald’s menu specifically for the program, carried a McNugget of Fun gamepiece along with several additional Funexpected touches: Shrek ears for a handle, Donkey’s text trivia challenge hidden under the side flaps, and another hidden panel under the lid with a punch-out Shrek Deck of playing cards.

Ogre The Top McNuggets of Fun!

The Shrek Forever After All-Family Event at McDonald’s

Exclusive Shrek Forever After Glassware Set

In 360 degrees, each glass tells the story of a major character’s journey through the film. It starts with the familiar characters we all know, then changes to their alternate reality appearances created by Rumpelstiltskin, and finally back to normal. For a touch of the funexpected , we built funny character quotes into the design of each glass. They’re virtually invisible when the glass is empty, but pop when the glass is full.

Ogre The Top McNuggets of Fun!

The Shrek Forever After All-Family Event at McDonald’s

Ogre the Top McNuggets of Fun Website: Keeping it Simple

The website required lots of moving parts: code entry, online games, digital reward fulfillment, all while teaching consumers about the Funexpected side of McNuggets. The movie-inspired creative concept we landed on helped connect all those deliverables into one simple, fun narrative: Help Shrek Win His Friends Back!

Ogre The Top McNuggets of Fun!

The Shrek Forever After All-Family Event at McDonald’s

Ogre the Top McNuggets of Fun Website: Making It All Work

When you enter the McNugget of Fun code, you have to sign a “contract” with Rumpelstiltskin, just like Shrek does in the movie. But once you put your name on the dotted line, Shrek’s world changes for the worse. He loses all his friends, and the formerly helpful Rumpelstiltskin isn’t so friendly anymore.

Ogre The Top McNuggets of Fun!

The Shrek Forever After All-Family Event at McDonald’s

Ogre the Top McNuggets of Fun Website: The Games

Now your mission is to help Shrek win all his friends back. There’s a game for each of Shrek’s closest friends. If you play all three games and win all three friends back, you get to see Shrek’s world return to normal, and Rumpelstiltskin humorously defeated.

Help Shrek win all his friends back

Ogre The Top McNuggets of Fun!

The Shrek Forever After All-Family Event at McDonald’s

Ogre the Top McNuggets of Fun Website: The Digital Rewards

Every time you help Shrek win a friend back, you get to choose a “Handsome Reward.” The choices included a Redbox Free DVD Rental, a Snapfish Photo Bundle, or one of four Activision Shrek Forever After Videogame Bundles.

Ogre The Top McNuggets of Fun!

The Shrek Forever After All-Family Event at McDonald’s

Ogre the Top McNuggets of Fun Website: The Funexpected Side of McNuggets

We wanted to inspire consumers to look past their perception of McNuggets as just “kid food” and discover their Funexpected side. So we invented a series of simple, goofy family games that required only Chicken McNuggets and a few easy-to-get items found in any McDonald’s. These lighthearted instructional videos show you how to play each one, step by step.

After consumers played the online Shrek games, they were invited to watch the videos, and learn how to play similar McNuggets games inspired Shrek Forever After—like the McNugget Tower Challenge, modeled after Shrek’s ascent of Dragon’s Keep.

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10-Piece McNuggets with “McNugget of Fun” gamepiece
20-Piece “Ogre the Top McNuggets of Fun” Box
Exclusive Shrek Forever After Glassware Set
Ogre the Top McNuggets of Fun Website: Keeping it Simple
Ogre the Top McNuggets of Fun Website: Making It All Work
Ogre the Top McNuggets of Fun Website: The Games
Ogre the Top McNuggets of Fun Website: The Digital Rewards
Ogre the Top McNuggets of Fun Website: The Funexpected Side of McNuggets
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