I look like Anthony Michael Hall

Thinking globally, working locally

McDonald’s Global Activation of Ice Age 3: Dawn of the Dinosaurs

The clear favorite to win this shootout for McDonald’s global activation of Ice Age 3 was a competitive agency that had already executed similar global programs. I led our creative team to the dark-horse victory by focusing on ideas that were simple and universally appealing, but had a strong local angle.

Ice Age 3 is all about the clash between the “cold world” that the Ice Age gang lives in and the lost “hot world” of the Dinosaurs that Manny and his pals accidentally discover. To tie into the movie in a way that would bring all the attention back to McDonald’s food, we proposed a worldwide coupon triggered by local weather. If the temperature climbed above the day’s predicted high, consumers could go to McDonald’s for a free ice cream cone. If it was unexpectedly cold, they could go to McDonald’s for a free coffee or hot chocolate.

Thinking globally, working locally

McDonald’s Global Activation of Ice Age 3: Dawn of the Dinosaurs

Way Hot/Too Cool Worldwide McDonald’s Coupon

This Ice Age 3 desktop widget would let consumers track the local temperature and notify them when it was time to go to McDonald’s for their free ice cream or hot drink. How cool is that?

Thinking globally, working locally

McDonald’s Global Activation of Ice Age 3: Dawn of the Dinosaurs

Way Hot/Too Cool Desktop Widget

We proposed a domination of Facebook’s gift store with free “Way Hot/Too Cool” gifts that would be infinitely more fun to give and receive than a Superpoke. We also proposed Facebook Apps that let users designate their friends as either “Way Hot” or “Too Cool,” and a “Nut or Not” online vote that would let McDonald’s Facebook fans decide whether or not Scrat ultimately gets the nut he’s been chasing through three movies.

The client loved our ideas, and awarded us the assignment. Unfortunately, a major shift in global priorities after the pitch forced them to dramatically narrow the scope of the program. But hey, a win is a win.

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Way Hot/Too Cool Worldwide McDonald’s Coupon
Way Hot/Too Cool Desktop Widget
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