PERIOD 2024-03 ~ 2024-12

Prain Global executed a promotional campaign for McDonald's Korea's “Taste of Korea” project.

Prain Global employed a gamification strategy to showcase McDonald's high-quality burgers made with fresh domestic ingredients. The team designed an easy-to-play hidden-picture game titled “The Secret of McDonald's Burgers – In Search of Fresh Ingredients.”

Through the game, Prain Global naturally highlighted the country of origin and food sanitation information of the domestic ingredients used in McDonald's Korea burgers, attracting a total of 350,000 participants. The campaign also spread the message of “McDonald's using domestic ingredients” through various social media content collaborations.

Through the burger-sharing initiative launched as part of the “Happy Burger” campaign in partnership with McDonald's Korea, Prain Global delivered Jindo Daepa Cream Croquette Burgers to students on Jodo Island in Jindo County, where there are no local McDonald's restaurants. Singer DinDin served as a delivery person for a day, and the delivery journey to Hajodo was captured in a video that achieved over 1.3 million views.

As a result of these activities, McDonald's Korea's “Taste of Korea” project won a Silver Award in the “Digital PR – Marketing PR” category at the 2024 Korea Digital Advertising Awards. Through this project, McDonald's Korea showcased menu items made with fresh, home-grown ingredients, increased its use of domestic ingredients, and contributed to the revitalization of the local economy.