McDONALD’S PRESENTS FRANKENSTEIN BURGER: THE APP TURNS INTO THE FRANKENSTEIN BURGER LAB, WHERE TASTE COMES TO LIFE

There’s no better time than Halloween to unleash your creativity and explore the sides of ourselves that usually stay hidden. McDonald’s, together with creative agency Leo Italy, presents the Frankenstein Burger – a new platform that places the McDonald’s App at the heart of an experience celebrating flavor, creativity, and fun during the spookiest week of the year.

The platform draws inspiration from the #McHack social trend, which has already successfully engaged McLovers by showing how it’s possible to create unexpected and personalized burger combinations. In the new interactive in-app experience, users are thrust into a laboratory inspired by the vintage horror aesthetic of 1930s cinema: the “Frankenstein Burger Lab”. Here, they’ll take on the role of “scientists” and, using AI, assemble their favorite burgers to create the most monstrous combinations ever imagined – just as Victor Frankenstein once did with his famous creature.

With over 50 possible combinations, users can choose two items from the menu, which are then “stitched” together with electric sparks and smoking test tubes to create a brand-new burger personalized with their name and ready to share on social media. The app becomes a creative playground powered by technology, where users can virtually design their burger, then order the individual items to build their own frightfully good combo. A lab that fuels experimentation, fun, and self-expression answering the desire of new generations to actively participate and co-create in original ways.

The campaign is supported by an omnichannel media planning and strategy, managed by OMD, integrating digital, social, and OOH, with the use of QR codes for a seamless and interactive experience. Finally, a special event will be held in Milan for consumers, influencers, and creators, curated by FUSE, Omnicom Media Group’s Branded Entertainment Unit. Participants will have the opportunity to ‘touch with their hands’ the imagination that drives the project, encouraging sharing, inspiration, and storytelling, strengthening the connection between creativity, taste, and community.

Source: Leo Italy

  Advertising, AI, App, Campaign, Halloween, Leo Burnett, Leo Italy, Marketing, McDonald’s, OMD, Publicis Groupe