Fans of Chicken McNuggets know that they come in four classic shapes — bone, ball, bell and boot — and that the boot is the best dipper.
A first-of-its-kind new campaign from DDB Sydney and Mango Communications pays tribute to the ultimate dipping quality of the boot shape 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.
Through weeks of rigorous and extensive testing (and tasting) by Google Gemini, the AI scanner program was trained to not only recognize the perfect boot-shaped Chicken McNugget, but also to distinguish it from McNugget-like objects and other shapes of McNuggets.
Matt Chandler, executive creative director at DDB Sydney, said: “Boot-shaped Chicken McNuggets are a fan favourite, consistently topping polls for number one nugget, so it’s time to reward Australia’s Boots lovers. AI has made incredible advances – it’s writing Shakespeare, generating the news and now even analysing Chicken McNuggets – what an incredible 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.”
#BootPursuit starts this week and will run for three weeks, with 2,000 pairs of Nuggies boots being given away.
The new campaign will be supported by social, PR, influencer and sponsorship activity and will be rolled out across Makkah restaurants nationwide.
