McDonald’s set forth a bold challenge: to pioneer the effectiveness of in-game advertising. The dual objectives were clear – to seamlessly integrate McDonald’s presence within the gaming world without disrupting the user experience and to simultaneously drive an uptick in their app downloads.
This venture into the gaming sphere was not just about visibility; it was about proving the potency of immersive ads. By leveraging advanced analytics through Kochava and conducting a comprehensive brand lift study with HappyDemics, we set out to substantiate the impact of this innovative medium on brand recall and conversion rates.
Leveraging our strategic alliance with Frameplay, GumGum unlocked the gateway to a vibrant gaming community, offering our client McDonald a golden ticket to connect with an exceedingly engaged audience across a diverse array of premium gaming titles. We meticulously curated McDonald’s campaign across genres that resonate with their brand – from high-energy sports to captivating casual and simulation games, ensuring contextual alignment at every touchpoint.
Through our collaboration with Happydemics, the campaign’s influence on brand perception was evaluated and complemented by Kochava’s analytics to quantify the surge in app downloads. The outcomes were not just promising – they were a testament to the transformative power of integrating brand narratives within the gaming experience.
