McDonald's: Stop The Mungries

Can You Stop The Mungries?

With a limited budget for television, McDonald’s of DC/Baltimore opted to do something online to promote their $4.99 20-piece McNuggets® offer. So we came up with a rich media game supported by geo-targeted banners on various websites like Yahoo, Pandora and weather.com. The game, “Stop the Mungries” is based on the fact that when you’re hungry and aren’t fed you can get cranky and turn into a monster. Users are given an arsenal of 20 McNuggets® to stop the mungries by feeding them and turning them back into real people.

The results? So far, engagement is off the charts: A click through rate DOUBLE the norm, an interaction rate 20% higher than the industry standard and an interaction time of 32 seconds — 18 seconds longer than the industry average. More importantly, without the help of TV we have been able to maintain a 5-6 times sell rate of the product.

Gameplay