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McDonald's continues McPlayer campaign

McDonald's Canada has released a new execution in its ongoing "McPlayer" campaign, which began in September. Developed by Cossette, the initiative features Montreal Canadiens hockey players Alex Galchenyuk and Brendan Gallagher. The creative invites Quebec consumers to use a self-order kiosk to choose between two hamburgers personalized by each player. After the selection, the player whose hamburger wasn't chosen appears on the screen to interact with the consumer.

The campaign includes online videos and television commercials, accompanied by newspaper ads in Métro, transit ads and highway billboards that will track the popularity of each burger. Social media activities are also in use. The campaign will run until Dec. 5. Media work is being handled by OMD.

"The McPlayer campaign stirs up strong emotions related to our national identity and sense of pride," said Carl Pichette, eastern marketing manager for McDonald's Canada. "Since they first appeared, the McPlayer campaigns have allowed McDonald's to get closer to Quebecers. Just think back to the campaigns starring Max Pacioretty, Jeff Petry or Zdeno Chara."

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