Fielday's Mcdonald's NZ

In 2021 we positioned ourselves in an environment no one expected McDonald's to be in, and successfully executed an award-winning Fieldays experience that was interactive and attractive, promoting the provenance and quality of our locally sourced ingredients. We seized the opportunity once again in 2022 pulling on the power of our global icon, the Big Mac® with the challenge to make the Big Mac® locally relevant: grown, built and loved by New Zealand. Activating across four days, we engaged with over 75,000 kiwis, with an interactive experience that encouraged players to download the Maccas app and put their knowledge to the test by stacking the burger correctly with their answers. Answers were placed strategically around the stand, woven into display information. The stand was constantly buzzing, with Big Mac® vouchers up for grabs, alongside free soft-serve and Maccas merch. Families could lounge whilst the kids were entertained by Mooloo the Mascot, a Big Mac® giant picture scramble, and family photo board. We had over 32,000 people stop and stare at our stand, within which 2,969 played the Big Mac Stack game, 9,500 enjoyed a free ice-cream, 4,000 walked away with free merch, 1,183 redeemed a free Big Mac® in store and 3,000 entered the guessing games.