Go fishing for burgers with this new bus stop game by McDonald's Singapore

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Rivalling its classic Filet- ‘O-Fish, McDonald’s is introducing a new fish burger, the black pepper cheese double Filet- ‘O-Fish, to its menu alongside a new, gamified campaign called "The Great Catch".

According to McDonald’s Singapore, the campaign includes an immersive activation where fans of the fast-food chain can visit make-believe fishing spots in Singapore to win the new burger.

Participants can attempt to snag a Filet-O-Fish at a bus stop adshel simply by snapping a picture when the burger pops up on the screen and tagging the brand on Instagram as proof of their catch. Lucky anglers who manage to hook one will be rewarded with a free Black Pepper Cheese Filet-O-Fish burger, subject to the first 50 hauls in a day over the five-day activation.

"Gamifying the act of catching a Filet-O-Fish in locations where Singaporeans are already waiting is an entertaining way for McDonald’s fans to discover the new Filet-O-Fish flavour. As with real-life fishing, the patience and effort that goes into reeling in this ‘great catch’ is rewarded," said Sharim Gubbels, executive creative director at Leo Burnett Singapore.

Don't miss: McDonald's taps into childhood nostalgia with new Grimace-themed video game

McDonald’s Singapore has been on a roll with interactive activations and products this year. Recently, the fast-food chain announced that it will be releasing 2000 exclusive Grimace digital collectibles, each with its own design, in a new venture by the fast-food chain that aims to delight fans collectors alike.

Grimace, known for his friendly and playful personality and appearance, has been a beloved character in the McDonald's universe for over 50 years. Powered by Bandwagon Labs and in collaboration with local NFT artist ‘The Hidden Walls’, the fast food giant will bring the character to life.

The initiative aims to combine the charm of a classic McDonaldland character with the modern world of digital collectibles, providing fans with the unique opportunity to own a piece of McDonald's history.

"We're excited to bring Grimace closer to our fans through these unique digital collectibles," said Drina Chee, the senior director of marketing and digital customer experience at McDonald’s Singapore.

She added that Grimace holds a special place for many McDonald’s fans and that this initiative allows the company to evolve the character from nostalgic memories to love for all generations." The launch of these digital collectibles aligns with McDonald's Singapore's commitment to providing memorable experiences for its customers, the fast-food chain said.

According to McDonald’s, the initiative aims to serve as a testament to McDonald’s Singapore’s dedication to staying at the forefront of innovation and elevating the brand experience for all customers for all customers of the brand.

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