Fry Defender

Objective

McDonald's Canada sought to create a unique promotional experience that connects to consumer behavior observations: people fiercely protect their fries from friends and colleagues who attempt to steal them. By framing fries as valuable and worth protecting, the brand aimed to amplify their premium positioning while generating social media buzz and engagement through a novelty mobile experience.

Solution

Fry Defender was a mobile app feature that transformed a smartphone into a 'fry security system.' When users placed their phone face-up next to their fries, the app used the device's camera and sensors to detect movement. If activated, it triggered a loud alarm and rapidly captured photos of anyone attempting to take the fries—combining security theater with playful social sharing potential. The experience was grounded in social listening research that identified fry-stealing as a recurring behavior among consumers.

Results

Not published.