Macca’s unveils AI-powered Chicken McNuggets recognition technology in new #BootPursuit campaign via DDB Sydney and Mango

AI is everywhere in popular culture, and now thanks to the new #BootPursuit campaign from DDB Sydney, Macca’s has entered the fryer.

Chicken McNugget fans will be aware of the four classic shapes – bone, ball, bell, boot – and that the boot is the superior dipper.

A new, first-of-its-kind campaign from DDB Sydney and Mango Communications pays homage to the boot shape’s supreme dippability by giving fans a chance to get their feet into one of 2,000 pairs of Macca’s famous limited edition Nuggies boots.

To enter, Nuggies hopefuls need to purchase some Chicken McNuggets and find a boot-shaped one. With McNugget in hand, they then follow the QR code on their pack. The scanner app then uses their phone’s camera to scan the right morsel and give access to the entry form. The promotion is the first of its kind to use generative AI chicken nugget recognition through Google Gemini as a UGC entry mechanic.

Through weeks of rigorous and extensive testing (and tasting) with Google Gemini, the AI scanner program has been trained to not only recognise a perfect boot-shaped Chicken McNugget, but distinguish them from McNugget-like objects, and from the other shapes of McNuggets.

Says Matt Chandler, executive creative director, DDB Sydney: “The boot-shaped Chicken McNugget is a fan favourite. It always tops the poll for number one nugget. It was time to reward Australia’s boot enthusiasts. The leaps we’re seeing in AI are remarkable, writing Shakespeare, generating news, and now analysing Chicken McNuggets. What a time to be alive.”

Says Chloe Brannagan, brand manager, McDonald’s Australia: “We’re thrilled to be bringing Nuggies back, and to give fans the opportunity to get their feet in them. Limited edition Macca’s merch has always been hot property, so to give them away with fun use of tech is the icing on the cake. Or the breading on the nugget, so to speak.”

#BootPursuit kicked off this week for three weeks, with 2,000 pairs of Nuggies boots up for grabs.

The new campaign is rolling out across Macca’s restaurants nationwide, supported by social, PR, influencer and sponsorship activity.

Check it out for yourself here: https://mcdonalds.com.au/bootpursuit

Client: McDonald’s Australia
Creative Agency: DDB Sydney
Media Agency: OMD
PR & Influencer: Mango Communications
CRM: Digitas
POS: Akcelo