With AI becoming ubiquitous in pop culture, McDonald’s Australia’s Maccas has launched a new campaign using AI-powered Chicken McNugget recognition technology to give fans the chance to win limited-edition Nuggies boots.
If you’re a Chicken McNugget fan, you’ll undoubtedly know that they come in four classic shapes — bone, ball, bell, and boot — and that the boot is the best dipper.
The first-ever campaign from DDB Sydney and Mango Communications pays tribute to the boot shape’s premium dipping qualities by giving fans the chance to wear one of 2,000 pairs of Macca’s famous limited edition Nuggies boots.
To enter, Nuggies hopefuls need to purchase a Chicken McNugget and look for the boot-shaped one. With a McNugget in hand, they follow the QR code on the pack. A scanner app will then use their phone’s camera to scan the appropriate bite-sized nugget and access an entry form. This promotion marks the first to use AI chicken nugget recognition generated via Google Gemini as a UGC entry mechanism.
According to the campaign, through weeks of rigorous and extensive testing (and tasting) with Google Gemini, the AI scanner program was trained not only to recognise the perfect boot-shaped Chicken McNugget, but to distinguish it from McNugget-like objects and other shapes of McNuggets.
Matt Chandler, executive creative director, DDB Sydney, said: “Boot-shaped Chicken McNuggets are a fan favourite, consistently ranking at the top of our number one nugget polls, so it’s time to reward Australia’s Boots lovers.”
AI has made incredible advances, from writing Shakespeare, generating the news, and now analyzing Chicken McNuggets. What an amazing time to be living in.”
Speaking about the #BootPursuit campaign, McDonald’s Australia Brand Manager Chloe Brannagan said: “We’re thrilled to bring back the Nugget and give our fans the opportunity to wear one. Limited edition McDonald’s merchandise is always a big hit so using technology to distribute it is just fantastic – it’s like putting batter on the Nugget, so to speak.”
#BootPursuit will run for three weeks and will give away 2,000 pairs of Nuggies boots.
credit
Client: McDonald’s Australia
Creative agency: DDB Sydney
Media agency: OMD
PR & Influencer: Mango Communications
CRM: Digitas
POS: Accello
