Mike Pugh » Microsite

McDonald’s / Avatar Hidden Object Game

mikepugh — Mon, 04 Jan 2010 01:28:00 +0000

I may have been clutching the hidden object hammer at the time I concepted this (see the Friskies game), but I’ll be damned if the McD / Avatar digital experience wasn’t a perfect nail.

We needed to bring Cameron’s game-changing film to life in a way that promoted Big Mac and stayed true to McDonald’s mantra of Simple, Easy Enjoyment. My idea: A best-in-class game with levels that are unlocked by codes on Big Mac boxes.

We sold it right through to McDonalds USA and went on to sell and execute it for the global McD system.

The results were almost as impressive as Cameron’s box office stats:

19% lift in Big Mac sales
over a million site visitors
11 minutes average time spent on site

Kidding.

Note: I was only involved in concepting this project.

UPDATE: This project just won a Gold 2010 Reggie Award!

Here’s a screenshot of the site.

Cat Chow Pink

mikepugh — Tue, 12 Aug 2008 12:31:43 +0000

My role: Concepter, Creative Director

This microsite enabled cat lovers to help find a cure for breast cancer. After people completed a short quiz, Cat Chow donated $1 to Susan G. Komen for the Cure.

Over 338,000 visitors came to CatChow.com/pink with an outstanding 87% conversion rate to the quiz page
Average site interaction time was over 3-1/2 minutes during the campaign

The client viewed this project as a huge success, assembling a 97-page document of sites that wrote about and linked to the promotion.

We took the Pink site down after the promotion, but you can still view a PDF of the work.

Capital One Cash > Featuring Randy Quaid!

mikepugh — Wed, 11 Apr 2007 01:41:07 +0000

My Role: Conceptor, Copywriter

The thrill of Randy Quaid voicing my script more than made up for the sluggish pacing of this piece, or the last minute change from live action to animation.

(Randy, holla if you want to see my Christmas Vacation 3 treatment!)

This site illustrated the folly of rival cash back cards by comparing them to warped fairy tales. Here’s a clip of it in action.