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The FryCon Hunt: McShaker Fries Meet Gamified Media

This wasn’t just a product launch, it was a digital treasure hunt. To introduce McDonald’s Canada’s globally inspired McShaker Fries, we created Fry‑Con (Fry Icons): hidden QR codes scattered across the internet and IRL, each unlocking rewards inside the app. The campaign transformed the web into an interactive playground and gave fans a reason to chase fries.

S – Situation


To launch its globally inspired McShaker Fries lineup, McDonald’s Canada wanted more than awareness. The goal was to drive app orders, boost loyalty participation, and turn a menu item into an interactive event. The concept: FryCon. A nationwide digital scavenger hunt powered by custom fry-shaped QR codes hidden across the web.


T – Task


Lead the media strategy and programmatic execution to make FryCon a full-scale digital experience. This campaign needed to gamify the journey, create urgency, and move users from discovery to redemption inside the McDonald’s app.


A – Action


I transformed the campaign into an immersive performance engine:

  • Created custom audience segments using app data, loyalty engagement, and flavor-curious behaviors

  • Negotiated publisher partnerships with BuzzFeed, Narcity, and lifestyle blogs for embedded FryCons

  • Activated gamified ad units with scannable codes that drove users directly to redemption in-app

  • Deployed location-based creative that pushed users to nearby restaurants with dynamic offers

  • Launched across DV360, The Trade Desk, and Amazon DSP with coverage across CTV, mobile video, high-impact display, mobile app, and digital audio

  • Integrated foot traffic attribution and store-level performance tracking to measure in-market impact



R – Result


FryCon delivered playful engagement and real performance:

  • Over 3.5 million FryCon codes entered through the app

  • 18 percent increase in store locator clicks across targeted regions

  • Verified in-store lift through foot traffic attribution partners

  • Gamified units achieved 2.8 times higher engagement than standard display

  • Brand lift studies showed increased awareness, favorability, and app usage

  • FryCon generated strong earned media and organic social buzz, amplified by user-generated content

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