The encyclopedia · Advertising & PR · Marketing decision · 2022–2023
McDonald's Philippines turned gamers' hunt for lookalike food into free media
Leo Burnett made gamers hunt McDonald's 'food-alikes' in 350+ titles and trade screenshots for meals — 27M gamers reached, zero sponsorship spend.
McDonald's Philippines
The solution
In late 2022 McDonald's Philippines wanted to reach the country's 40-million-strong gaming community, but the conventional route — in-game sponsorship — costs money and interrupts play. The brand's CMO noted it could not pay sponsorship fees, so it had to find another way in.
The insight was that McDonald's food items already appeared unbranded across hundreds of video games. The campaign 'Unbranded Menu' made that a feature: top gaming influencers were challenged to hunt lookalikes, starting with Alodia Gosiengfiao spotting a Big Mac clone inside Grand Theft Auto V and challenging her eight million followers to do the same.
Gamers posted screenshots of their discoveries with #ThisIsMcDonalds and traded them for real McDonald's items, gaming credits and gear. Hundreds of food-alikes were found across more than 350 gaming titles, reaching 27 million gamers — roughly two-thirds of the Philippines' gaming population — without a single sponsorship fee.
The campaign swept the 2023 awards circuit: six Spikes Asia shortlists, a Grand Prix in Brand Experience, nine Cannes Lions shortlists, and a Silver and Bronze in Entertainment for Gaming.
Why it worked
- Lookalike food items were already in the games, so the campaign only had to activate what existed.
- The hunt used gamers' native behavior — screenshots and challenges — instead of interrupting play.
- Real-world rewards created an exchange loop that kept participants recruiting more hunters.
- Zero sponsorship spend turned accidental brand presence into owned, earned media.
What can be applied
Before buying placement, audit where your brand already appears for free; design a mechanism that makes your audience hunt, document and share it. Earned participation can beat paid media.
Aftermath
Unbranded Menu became the Philippine reference case for gaming marketing without budgets, adding a Grand Kidlat at the 15th Kidlat Awards to its international haul. McDonald's Philippines continued to mine gaming culture, and the campaign's mechanics — let the community find the brand inside their world — became a template for no-media-budget engagement in the region.
Sources
- Contenders at Cannes 2023: McDonald's – Unbranded Menu | Leo Burnett Manila
- Leo Burnett Manila secures Brand Experience Grand Prix at Spikes Asia with 'Unbranded Menu' for McDonald's
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