McDonald’s and Val Morgan gamify cinema experience

The cinema advertising experience has just levelled up thanks to Val Morgan, OMD and McDonald’s New Zealand launching the first-ever CineGame partnership in the southern hemisphere.

CineGame is an innovative brand activation that combines the power of gaming with the shared social experience of the cinema theatre. It revolutionises how brands can connect and engage with audiences during the cinema pre-show.

The McDonald’s CineGame creates an unforgettable brand experience for movie-lovers, through an immersive interactive on-screen game that audiences participate in via their mobile devices.

The specially created game allows the whole cinema audience to take part in a memory shuffle game by downloading the CineGame app and entering a unique code on the screen to join. Participants win McDonald’s prizes as part of the experience.

The McDonald’s CineGame partnership is now live in New Zealand across HOYTS Sylvia Park, HOYTS Botany Downs, HOYTS Wairau Park, HOYTS Te Awa and HOYTS EntX Christchurch.

The partnership extends beyond the screen and into the HOYTS environment through in-foyer screens and other HOYTS touchpoints such as solus EDMs and a dedicated event page, driving maximum exposure across the entire campaign period.

“CineGame is a great opportunity to interact with Macca’s fans and deliver feel-good moments in a unique setting,” said Luke Rive, McDonald’s New Zealand’s Director of Marketing.

“With the launch of My Macca’s Rewards, the timing of CineGame was perfect as a fun and different way to engage the audience and help build awareness of our new digital loyalty programme.”

“When Val Morgan approached us with an opportunity to launch CineGame in New Zealand, we felt that McDonald’s was the perfect partner. The timing coincided with the launch of ‘My Macca’s Rewards’ and helped to demonstrate the value between rewarding McDonald’s customers within the app and those that engage in the cinematic experience,” says Jennifer Hilliar, Business Director of OMD New Zealand.

Matt Tremain, Sales Director of Val Morgan Group New Zealand, says it is exciting to be the first market in the southern hemisphere to launch this format.

“The big screen is the best place for brands to tap into an already engaged audience with a passion for content. Audiences who attend the McDonalds CineGame sessions within the campaign period are set to have one of the most enjoyable and memorable pre-shows that only Cinema can offer.”

The McDonald’s CineGame is live until 21st September.

Find out more information about the McDonald’s CineGame here.

Media Owner: Val Morgan Client: McDonald’s New Zealand

Agency: OMD New Zealand

Project Management: Val Morgan Brandfit

Game Development: Cinemataztic

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