McDonald’s enlists “Icon of Inclusiveness” for new 360 campaign


In a first of its kind collaboration, McDonald’s Poland is rewarding restaurant patrons with unique AR entertainment experiences made possible only through the MyMcDonald’s digital app platform. 

McDonald’s has tapped Ralph Kaminski, one of Poland’s most interesting and distinguished artists, fresh off his concert promo tour, for the inclusive and wide-ranging campaign which seeks to empower all minorities and promote openness.

McDonald’s campaign

The campaign, developed by DDB Warsaw, is placed in the creative platform “MyMcDonald’s: You are number one here,” which highlights the main emotional benefit of the app and loyalty program – the feeling of appreciation.

To demonstrate that McDonald’s rewards the loyalty of its customers, every app user will have the opportunity to exchange loyalty points for exclusive perks and artist performances played on a McDonald’s tray using AR technology.

In an unexpected extension of the artist’s concert tour, loyalty program members will have the chance to win tickets for Ralph’s Concert Tour where Kaminski will headline performances in small cities throughout Poland, powered by MyMcDonald’s.

The campaign kicked off 17 October, and features a series of executions across multiple platforms including TVC, VOD, in app, digital, social media, POP, packaging, artist’s channels, and PR.

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