MCDONALDS REEL IT IN
McDonalds wanted a way to bring awareness to the fact that it's famed Filet-o-fish is made using sustainable fish, so we created a family-friendly game that illustrates the importance of fishing sustainably.
REEL IT IN!
Reel It In! is a cooperative card game made to encourage communication and agreement among players. The objective of the game is to make as many pairs as possible without depleting the ocean entirely. The game consists of both fish cards and "Keep Oceans Healthy" cards, which serve as a warning that the supply of fish is depleting. If too many KOH cards are drawn among the players, the game ends and everyone loses. But with cooperation and strategy, a winner can emerge.
This game helped to raise awareness about McDonalds' status as a Marine Stewardship Council Certified restaurant.
The release of Reel It In! resulted in 118 articles and influencer posts, with a reach of over 4.8M.
The outlets who covered the game included Foodbeast, Intrafish, and Delish among others.
We managed to achieve a 100% key message pull through with the articles and posts written about the release of the game.