Adzymic Powers Omnichannel Grimace Shake Campaign for McDonald’s Singapore
by on 1st Apr 2026 in News
Adzymic, a Singapore-headquartered ad tech company, is powering an advanced omnichannel campaign for the launch of McDonald’s Singapore’s Grimace Shake, in partnership with Omnicom Media agency OMD. The campaign brings together digital out-of-home (DOOH), premium programmatic display, and dynamic creative optimisation to deliver a connected brand experience across the customer journey.
As media and dynamic creative partner for the campaign, Adzymic is enabling McDonald’s Singapore to reach audiences through a coordinated mix of high-impact channels designed to build awareness, drive engagement, and support conversion. By aligning creative messaging with user context and behaviour, the campaign delivers a more relevant and responsive advertising experience across touchpoints.
Gamified DOOH drives audience engagement
The campaign begins with a gamified DOOH execution placed in high-footfall Gen Z locations including Dhoby Ghaut, Bugis, Singapore Management University, and the Central Business District. Selected for their strong commuter traffic and extensive bus connectivity, these locations help bring the Grimace Shake campaign into the flow of Singapore’s daily urban movement.
Commuters are greeted by dynamic screens displaying real-time bus arrival information, an eye-catching Grimace visual and a QR code. Scanning the QR code launches an AR mobile game in which users have 30 seconds to catch as many Grimace Shakes as possible. Successful players are rewarded with a McDonald’s treat, redeemable exclusively through the McDonald’s app.
Users exposed to the DOOH experience are then retargeted on mobile with personalised messaging based on prior ad exposure and recent app purchase behaviour, extending the campaign story beyond the street and into the handheld journey.
Developed in partnership with Stellar Ace, the campaign marks an industry-first for a quick-service restaurant brand in Singapore by integrating dynamic content optimisation based on bus timings and weather directly with the app experience.
Premium display extends the journey
The campaign continues across APX, Adzymic’s premium ad network, where high-impact, non-intrusive rich media formats such as desktop skins and mobile scrollers run across premium publishers including Mediacorp and SPH Media.
This channel extends the gamified concept with a mobile takeover unit featuring an adapted version of the AR game, creating another route to interaction and in-app conversions. Audiences exposed to and engaged with the premium display executions are again captured for retargeting, reinforcing the campaign message across multiple touchpoints.
Last-mile display supports conversion
At the final stage of the funnel, dynamic creative optimisation is used to drive last-mile conversion through standard display advertising. Personalised creatives are delivered based on previous exposure to the DOOH and premium display executions, as well as McDonald’s app usage status, whether active or lapsed.
Rich media banners showcase the limited-edition Grimace Shake range and related merchandise, helping move audiences towards in-app purchase with messaging tailored to context.
Adamson Alagan, general manager, OMD Singapore, said, "The Grimace Shake campaign gives us a strong platform to rethink how outdoor media can work as part of a connected customer journey. By combining DOOH, gamification, AR and sequential messaging across channels, we are able to turn awareness into meaningful engagement and engagement into action. It is a strong example of how omnichannel planning can create more relevant, responsive and effective brand experiences."
"Grimace has always been a beloved part of McDonald’s, and this campaign gave us the opportunity to introduce him to a new generation of fans in a fun and engaging way!" said Drina Chee, senior director, marketing and digital customer experience, McDonald’s Singapore. "Working closely with our agency and partners, we bring together multiple channels to create a more connected customer experience that reflects our continued focus on innovation and audience engagement."
Follow ExchangeWire