Grimace has landed on Fortnite with BEM
After making his grand comeback to France, Grimace, McDonald's' iconic mascot, has arrived in the Fortnite universe with BEM.
Grimace, an iconic character from the McDonald's universe, recognizable by his purple, furry silhouette, celebrated his comeback after a 30-year absence.
To mark this comeback, McDonald's France launched a gourmet tribute last May: the Grimace Shake, a blueberry milkshake topped with whipped cream. It also orchestrated its own communications campaign, overseeing everything from shake preparation to film production and social media. The mascot enthusiastically commented on everything related to the color purple, creating a playful connection with consumers.
For this occasion, McDonald's France, advised by Starcom and Publicis Media Content, the content department of Publicis Media France, partnered with BEM to launch the first "Brand Takeover" campaign on Fortnite. A unique opportunity to embrace the gaming world as a true media outlet, creating immersive, creative, and high-impact experiences at the heart of one of the most influential platforms.
From June 14th to July 7th, players were able to discover the iconic mascot Grimace, presented as an NPC (Non-Playable Character) and a personalized billboard, integrated directly into the gaming experience of 10 Fortnite maps carefully selected for their affinity, such as Island Tycoon, Super Car Mega Ramp, and Escape Room, developed by renowned creator JALF.
This partnership was accompanied by a spotlight on Goodnite, the leading media library for the best Fortnite Creative maps, which revolved around the creation of editorial content, the promotion of a video trailer, and an exclusive contest.
In total, Grimace encouraged 2.6 million unique players with his dance moves, messages of encouragement, and unique charm.
About the BEM Ad Network
The BEM Ad Network is the first tool that enables media agencies to distribute ads on social gaming platforms like Fortnite. By connecting brands with the most engaged gaming communities, we offer a powerful and scalable approach to in-game advertising.
About McDonald's France*
· Nearly 2 million meals served every day
· 1,589 restaurants across France
· Nearly 75,000 employees under the brand
· More than 75% of agricultural raw material purchases for the brand's five main sectors (beef, potatoes, chicken, wheat for bread and salad) are made in France
To learn more, visit www.mcdonalds.fr
*2024 figures
About Starcom
Starcom, a Publicis Media agency, is bringing a new dynamic to media consulting, particularly through its Human Experience approach, which makes understanding individuals and the media experience a strategic priority. Starcom France demonstrates daily the excellence of its approach and its ability to support its clients in the transformation of marketing ecosystems.
About Publicis Media France
Publicis Media France brings together the Publicis Group's media agencies in France: Zenith, Starcom, Blue 449, Performics and Spark Foundry, Publicis Media Connect, and Publicis Commerce. Publicis Media supports its clients in today's complex media landscape, applying its expertise across all channels and touchpoints. Present in over 100 countries, the division has more than 23,500 employees.
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