Macca's launches AI-powered 'boot pursuit' DDB Sydney and Mango

DDB Sydney, along with its PR, social, and comms agency, Mango Communications, has launched an AI-powered Chicken McNuggets recognition campaign for McDonald's, #BootPursuit.

This campaign celebrates the 'superior dipper' among Chicken McNugget's four classic shapes – bone, ball, bell, and boot – offering fans a chance to win one of 2,000 pairs of limited-edition Macca’s Nuggies boots over the next three weeks.

The campaign is being rolled out nationwide across the restaurant chain, supported by social media, PR, influencer, and sponsorship activities.

[embed]https://www.youtube.com/watch?v=DJF3awetS6A[/embed]

DDB Sydney claims this promotion is the first to use generative AI for chicken nugget recognition through Google Gemini as a user-generated content (UGC) entry mechanism.

“The boot-shaped Chicken McNugget  is a fan favourite. It always tops the poll for number one nugget", said the agency's ECD, Matt Chandler.

"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.” 

Participants with a Chicken McNugget can follow the QR code on their pack. The scanner app uses the phone's camera to identify a boot-shaped Chicken McNugget and provide access to the entry form.

The AI scanner program has been trained to recognise a perfect boot-shaped Chicken McNugget, distinguishing it from other nugget shapes and objects.

“We’re thrilled to be bringing Nuggies back, and to give fans the opportunity to get their feet in them," added McDonald’s Australia brand manager, Chloe Brannagan.

"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.”

This campaign follows the announcement of Jack Nunn's appointment as creative partner at DDB Sydney, effective immediately. Nunn returns to DDB Sydney after two years in London with  Special and Ogilvy.

Earlier this year, DDB Sydney and OMD launched The Original Mouthful campaign for The Big Mac, a nostalgic tribute to the iconic burger.

The campaign won one of 29 Silver Lions in the Brand Experience & Activation category at Cannes Lions.

It was recently announced that Samantha McLeod, McDonald’s Australia’s director of marketing, was departing the position after ten months.

See also: DDB Sydney appoints Jack Nunn to lead McDonald’s account

Client: McDonald’s Australia 
Creative Agency: DDB Sydney 
Media Agency: OMD 
PR & Influencer: Mango Communications 
CRM: Digitas 
POS: Akcelo