• by OMMA Magazine Writers , September 3, 2010

To increase brand affinity with young adults and drive Big Mac sales during December '09, McDonald's partnered with Avatar's makers to create its largest-ever adult-targeted movie activation and its first augmented-reality platform. "Pandora Quest" gamers located hidden objects within three of the movie's visually stunning environments, with repeat Big Mac purchases required to access higher playing levels. POP and packaging drove consumers online. The site drew nearly 300,000 visitors, who played for an average of 10 minutes - the chain's most effective digital engagement with adults to date. Big Mac sales jumped 18 percent over the previous December (exceeding goals in two of the program's three weeks).