Silver

McDonald’s "Chinese New Year"
OMD

McDonald’s and OMD bridged the gap between the real and the virtual worlds with their Chinese New Year “McGreeting” mobile app that enabled Hong Kongers to personalize New Year’s blessings for family and friends with a simple “shake” of their phone. And through a special TV commercial enabled with Augmented Reality, McGreeting was able to visit within the homes of 7 million people. During the New Year holiday, viewers could point at their TV screens and witness Softhard, a Chinese rap duo from Hong Kong, jump straight out of the screen and bestow a Chinese New Year blessing right in their own home. In store, people could even use the app by scanning the packaging of the prosperity burgers where Softhard appeared on screen and receive a lucky Red Packet containing e-coupons.