Australia – DDB Sydney and Mango Communications have launched a campaign that offers fans the opportunity to own one of 2,000 pairs of Macca’s renowned limited edition Nuggies boots, paying respect to the boot shape’s ultimate dippability.
Those who want to enter must buy some Chicken McNuggets and locate one in the shape of a boot. They then scan the QR code on their pack after grabbing a McNugget. To access the entry form and scan the correct morsel, users can use the phone’s camera to use the scanner app. This promotion is the first of its type to employ Google Gemini’s generative AI chicken nugget identification as a mechanism for users to submit their own material.
After weeks of testing (and tasting) using Google Gemini, the AI scanner software has been trained to identify not only the ideal boot-shaped Chicken McNugget but also to differentiate it from other shapes of the same product and items.
#BootPursuit started this week and will last three weeks, with 2,000 pairs of Nuggies boots up for grabs.
The new campaign is being implemented throughout Macca’s locations countrywide, with backing from social media, public relations, influencer relationships, and sponsorship initiatives.
Speaking about the campaign, Matt Chandler, executive creative director, DDB Sydney, said, “The boot-shaped Chicken McNugget is a fan favourite. It always tops the poll for number one nugget. It was time to reward Australia’s boot enthusiasts. The leaps we’re seeing in AI are remarkable, writing Shakespeare, generating news, and now analysing Chicken McNuggets. What a time to be alive.”
Meanwhile, Chloe Brannagan, McDonald’s Australia brand manager, said, “We’re thrilled to be bringing Nuggies back, and to give fans the opportunity to get their feet in them. Limited edition Macca’s merch has always been hot property, so to give them away with fun use of tech is the icing on the cake. Or the breading on the nugget, so to speak.”
