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McDonald’s UAE and Studio M turn heated World Cup moments into happy rewards

As part of its ongoing FIFA World Cup™ promotional campaigns celebrating the first FIFA World Cup™ ever to take place in the region, McDonald’s UAE, in creative partnership with Studio M – its longtime agency partner, continues to reward fans pride and passion for the game with its Happiness Swap campaign.

Designed to turn the most heated and tense moments of the 2022 FIFA World Cup™ into Happy moments, the Happiness Swap invites fans to snap a picture of the red and yellow cards given out by referees during live matches, draw McDonald’s iconic World Famous Fries on them, and share their sketches on Instagram using the hashtag #WannaGoToMcD. The first 100 Happiness Swap participants during every match scored free fries by receiving redeemable codes directly in their DMs.


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The campaign is the latest in a line of creative activations designed by Studio M, a division of Publicis Groupe, as part of their long-term partnership with McDonald’s in the Gulf region. The campaign is also the latest in a series of global FIFA World Cup™ promotional tie-ins and offerings by McDonald’s in its role as official sponsor with the aim to engage worldwide audiences. Other activations included a global Scan and Win prize-winning promo, special edition menu offerings, and a live action commercial featuring A-list international celebrities running on beIN Sports during the FIFA World Cup™ as part of a global McDonald’s Campaign.


Client: McDonald’s United Arab Emirates
Agency: Studio M (Powered by Publicis Groupe)