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McDonald's begins Eat the Code campaign

McDonald’s Canada has begun a new campaign in Quebec called “Eat the Code.” The campaign, developed by Cossette, is aimed primarily at software developers. It makes use of a promotional website at <> which conceals various special offers in its lines of code and allows users to place orders from their computers. In addition, users who type in certain phrases, such as “raining burgers,” will trigger various hidden features, such an animated hamburgers falling from the top of the screen. The campaign also includes digital out-of-home advertising placed near technology companies. The creative depicts menu items as binary code. This is being accompanied by influencer activities and social media content. Media work is being handled by OMD, with public relations by Weber.

“We wanted to tip our hats to the tech community by speaking its language and diving into its world,” said Richard Rochette-Villeneuve, creative director at Cossette. “This virtual treasure hunt was made for developers, but it was designed so everyone can participate.”

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