01 / Tease
The contract.
Phase one dropped teaser posts across PWR's X, Discord and Instagram, complete with an official team contract. Hundreds of fans, and even non-PWR streamers, jumped in to guess the mystery purple recruit.
Case StudyTwitch · TikTok · Social · Editorial
Macca's turned gaming purple.
A market-first campaign that recruited McDonald's icon Grimace into esports super-team PWR, turning the Grimace Shake into the way gamers got in on the action.
The Brief
Bring the Grimace Shake to gamers.
Macca's had a cultural moment on its hands with the Grimace Shake, and needed it to land with gamers. You Know Gaming recruited Grimace himself into global esports and content super-team PWR as its surprise new member, and turned gaming purple.
Buying the Grimace Shake became the best way, and a must, for fans to get in on the action with their favourite creators and win custom Grimace x PWR merch and a PC. It became our biggest entry driver ever, more entries than any other gaming promotion YKG has run.
Results
Reach
2.8M
ROI
2.1x
Views
6.8M
What we did
A market-first stunt that recruited Grimace into esports super-team PWR and turned gaming purple.
02 / Reveal
The recruitment film.
An Office-style announcement video followed Grimace's recruitment process and confirmed him as PWR's new member, posted in full and in cut-downs across X, YouTube, TikTok and the giveaway site.
03 / Live
Grimace on stream.
Grimace joined the squad live on Twitch with Loserfruit, Winter and Overstrand. A mascot dominating the lobby had never been done, and fans called it the best PWR stream ever.
04 / Giveaway
Shake to win.
Grimace rewarded shake-buying fans with a custom PC and Grimace x PWR merch giveaway. Fans showed off their setup with a Grimace Shake to enter, driving real trips in store.
05 / Amplify
Gone viral.
The content ran across major gaming sites from Dot Esports to Gamepur, pulling in unpaid stars like Lazarbeam and Crayator and keeping the Grimace Shake front of mind nationwide.
Full video transcript
Business is good and uh honestly we're looking to expand and we're taking in a few different options. So, what would you say is your biggest weakness? Um, no weaknesses. I I guess that's pretty good. I I respect it. Okay. Um, well, Grimace, we do a lot of content creation. What experience do you have as a content creator?
Is that a little? I think that's I mean, we'll take a little. That's pretty good. It's better than most. Um, when they came into the office, I was kind of like I was a little confused. We're going to need you to become a content creator. So, we're going to teach you the ropes. Mhm. And put you to the test to see if you have what it takes to join the team.
They've got to be a lot to like be in PWR. So, I was like, "Okay, can you dance?" Nice. Keep it up. Yes. Increase the pace. I mean, it was good energy, but nothing really looked like it was moving. We do a lot of YouTube videos. We have thumbnails. So you could have like good thumbnail faces like give me angry just a little bit angrier.
So I want like shock like Yeah. Yep. Now we're going to go with um happy like something exciting is happening like Yeah. Later in the day we asked Grimace to one v one lucky and we're like hey maybe you're really good at gaming. Where you at Grimace? Where you at? Come on. And um they they're kind of cracked. Like I don't know how this is happening, but like like Lucky look like a little Yeah.
Let's go. You beat Lucky. They were just cranking, shooting, destroying Lucky. I don't want to talk about it. Look, Grimace, we think you're awesome, but just right now, we just don't have any space to fit you in. This changes everything. Grimace, welcome to the team. All righty, Grimace, we're so excited to have you a part of the team.
Now, to celebrate you joining, we've got your very own, very important purple gaming setup. Let's check it out. All righty, Grimace. What do you think about your custom power PC? It's pretty good, right? But I don't think you need it, do you? No, I think we can maybe give it away instead. I think we're going to give it away.
Well, it looks like Grimace wants to give away his PC. So, if you guys want to go into the running to win a custom Power X Grimace PC build, if you don't win a PC, you also might win some exclusive Power Apparel. So, check it out. And congratulations, Grimace. Welcome to power.
About this campaign
Everything you need to know.
What is the McDonald's Grimace Shake gaming campaign?
+
The McDonald's Grimace Shake gaming campaign was a market-first activation by You Know Gaming that recruited Grimace into esports super-team PWR as a surprise new member. The Grimace Shake became the way gamers got in on the action, across teasers, a viral announcement film, live streams and a giveaway.
Who were the talent in the McDonald's Grimace Shake campaign?
+
Team PWR creators including Lachlan, Loserfruit, Overstrand and Winter welcomed Grimace to the team, with organic support from stars like Lazarbeam and Crayator across a roster of nine talent.
What results did the campaign deliver?
+
The campaign delivered 2.8 million total Australian reach, a 2.1x return on investment and 6.8 million total campaign impressions across video, livestreams, social and editorial.
What did You Know Gaming do for the campaign?
+
You Know Gaming built the whole activation: the teaser and contract phase, the recruitment announcement film, Grimace's live streams with PWR, the shake-to-win giveaway website and the editorial amplification across the gaming media network.
What platforms did the campaign run on?
+
Twitch live streams, X, Instagram, TikTok and YouTube for talent content, a custom giveaway website, and editorial features across major gaming sites including Dot Esports and Gamepur.
Who is You Know Gaming?
+
You Know Gaming is Australia's most experienced gaming media and marketing company, building integrated gaming activations for global brands including McDonald's, LEGO, Netflix and Prime Video across in-game media, creators, community, live experiences and full game partnerships.
