Montreal, November 9, 2016 – McDonald’s and Cossette are pleased to present the follow-up to the McPlayer campaign launched in early September, featuring Alex Galchenyuk and Brendan Gallagher. The campaign is based on the idea of inviting Quebecers to select their favourite of the two hamburgers personalized by these popular Canadiens players at a self-order kiosk. No matter the selection, the player whose hamburger wasn’t chosen appears on screen and interacts with the consumer—a first for McDonald’s.
This fully integrated campaign will also take advantage of the momentum following the American elections. “The morning after the U.S. elections is when the real debate will get underway here in Quebec. Which is better, The Galchenyuk or The Gallagher? That’s the real question,” explained Antoine Bécotte, Chief Creative Officer at Cossette.
“The McPlayer campaign stirs up strong emotions related to our national identity and sense of pride,” said Carl Pichette, Eastern Marketing Manager for McDonald’s Canada. “Since they first appeared, the McPlayer campaigns have allowed McDonald’s to get closer to Quebecers. Just think back to the campaigns starring Max Pacioretty, Jeff Petry or Zdeno Chara.”
As well as web videos and TV spots, the campaign will appear in print in the Métro newspaper and in digital format in Montreal bus shelters and on highway billboards, updated in real time according to the popularity of each hamburger. On November 9, keep an eye on all Montreal bus shelter screens, which will be taken over by the Galchenyuk–Gallagher competition.
Hashtags were created (#teamgallagher and #teamgalchenyuk) to allow Quebecers to share which side they’re on through various social networks. The rivalry between the two players will continue as a Twitter battle.
The campaign will run until December 5, while the Gallagher and Galchenyuk hamburgers will be available until December 31.
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