Macca’s Boot Pursuit

McDonald’s

Macca's celebrated the iconic boot-shaped Chicken McNugget as the ultimate sauce dipper by introducing a special promotion to keep Aussies cosy.

For a limited time, McDonald's Chicken McNugget packaging included a unique QR code. Scanning it took customers to the Macca’s Boot Pursuit campaign page, where they could find instructions on how to win and learn more about the iconic boot-shaped Chicken McNugget.

From there, the mission was simple: find the legendary boot-shaped nugget and scan it for a shot at winning a pair of Chicken McNuggets-styled Uggs, named "Nuggies". Powered by advanced AI, the scanner could detect all the different shapes of crispy golden nuggets, with only the boot-shaped nugget being the ticket to winning those toasty warm prizes.

Designed and developed in collaboration with McDonald’s and Tribal/DDB Group Australia.