August 2005 - Argentina

As part of the 11 9th Agricultural and Industry Expo held at La Rural, the world's largest fast food chain wanted to emphasize the origin of the natural foods it uses. To achieve this, McDonald's hired two solutions by SIA Interactive, via advertising agency Smash BTL.

Both games reflected the message that the company was seeking to transmit. The first game uses the SIA-Cameraction technology: on a screen with several products, combo products appear circled. The participant must put together the combo by “touching” the combo products and avoiding the other products in order not to lose points. To touch the products, the participant's hand movements are captured by a video camera. The second game consisted of a Multiplayer tractor game set in a countryside environment.

During the 13 days of the expo, approximately 5,000 people played “Put Together Your McCombo” and nearly 8,000 took part of the “Tractor Race”. The long lines to play show the effectiveness of the solutions, which entertained participants and also shared the product values that the company wanted to emphasize.

“People just kept on playing. The games attracted the public and transmitted the message we were seeking”.

Alejandra Marquez
General Accounts Director
Smash BTL