Australia – McDonald’s, in collaboration with DDB Sydney and Mango Communications, has unveiled a new campaign called the ‘BootPursuit Challenge.’ This promotion gives fans a chance to win one of 2,000 pairs of limited-edition Nuggies boots, celebrating the iconic boot shape’s perfect fit for dipping.
To participate, customers must purchase Chicken McNuggets and find one shaped like a boot. By scanning the QR code on their McNugget pack with their phone, they can access the entry form. The campaign is unique as it uses Google Gemini’s generative AI to identify the boot-shaped nuggets, allowing users to submit their entries through this advanced technology.
After extensive testing and tasting, the AI scanner can distinguish the perfect boot-shaped nugget from other shapes.
The BootPursuit campaign kicked off this week and will run for three weeks, with 2,000 pairs of Nuggies boots available as prizes.
The campaign will be rolled out across McDonald’s locations nationwide, supported by social media, public relations, influencer partnerships, and sponsorship efforts.
Matt Chandler, Executive Creative Director at DDB Sydney, commented on the campaign, saying, “The boot-shaped Chicken McNugget is a fan favorite and always ranks as the top nugget. It’s time to reward Australia’s boot enthusiasts. The advancements in AI are astonishing, from writing Shakespeare to generating news, and now analyzing Chicken McNuggets. What a time to be alive.”
Chloe Brannagan, Brand Manager at McDonald’s Australia, added, “We’re excited to bring Nuggies back and give fans the chance to own a pair. Limited-edition McDonald’s merchandise is always in high demand, and using technology to make this giveaway fun is the icing on the cake. Or the breading on the nugget, so to speak.”