McDonald’s game exceeds expectations and gives consumers three ways to play
New Era of SCAinteractive Promotions Sets Sail with
“The McDonald’s® Pirates of the Caribbean Game”
To build an unprecedented communications hub for their “Pirates of the Caribbean: Dead Man’s Chest” tie-in promotion, McDonald’s® and its agency turned to SCA Promotions.
SCA Promotions’ technology arm, SCAinteractive, enabled an interactive instant win promotion that received entries across multiple channels including IVR (Interactive Voice Response), SMS (Short Message Service / Text Messaging), and Online.
This record-breaking promotion exceeded expectations in terms of volume of plays since its launch on July 4, 2006.
“This hub has taken game play requests and relays results in real time through each channel, utilizing a single storage area network to capture and record all relevant play data,” said Steve Dersch, Sr. Project Manager for SCAinteractive.
“By enabling entry via each of these channels, SCAi’s technology gave McDonald’s® maximum reach with this one-of-a-kind interactive promotion.
Typical programs feature one entry channel only, which limits the environment in which consumers can interact with a brand. For McDonald’s® and Disney, no matter who or where you are, as a consumer you could interact with the promotion, resulting in a favorable experience and impression of both McDonald’s® and Disney.”
SCAinteractive developed and hosted four multilingual Web sites for the promotion. The main site featured a Flash-based game, playable at www.playatmcd.com. Consumers spun a “captain’s prize wheel” for a chance to win daily prizes such as Volvo automobiles, Sony PSPs, iPod Prize Packs, Magellan® Roadmate™ products, movie soundtracks, and much more.
SCAi also customized the game site to have a “night-time” look and feel in the evenings to tie in with the extra “late-night code” offer. To increase late-night sales, consumers received an extra game code between 9 p.m. and 2 a.m. which made them eligible for a special prize drawing at the end of the promotion.
Sold by Steve Dersch, Sr. Project Manager
