Developers often get so wrapped up in coding that eating becomes an afterthought. That’s why McDonald’s Canada launched the “Eat the Code” campaign, a playful digital experience that lets users find hidden offers right within lines of code! Created by Cossette, this campaign speaks directly to the growing tech community in Quebec, a vibrant hub of video game studios, industry experts, and tech enthusiasts.
The promotional website hides surprises that techies will love—type “raining burgers” to see burgers fall from the screen, or “I’m lovin’ it” to hear McDonald’s iconic jingle. Curious about what’s inside your meal? Enter “LS” to list the complete ingredients of McDonald’s menu items. New offers appear every three days during the first two weeks of June and can be claimed on DoorDash, adding more excitement to the hunt.
The campaign, supported by OMD and Weber, also includes digital signage in binary code, strategically placed near tech hubs, and influencer content on social media.
“We wanted to connect with the tech community by speaking its language and diving into its world.”
“This virtual treasure hunt was made for developers but is designed for everyone to enjoy,” says Richard Rochette-Villeneuve, Creative Director at Cossette.
