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february, 2025
What is
"Eat the Code"
from McDonald's:
Let's talk about creative ad campaigns from leading brands including McDonald's "Eat the Code", IKEA in Roblox, Heinz and Netflix.
As technology evolves, so do marketing opportunities. Brands are no longer limited to traditional ways of grabbing attention—they’ve expanded into digital spaces. Imagine a world where your favorite company recruits employees through a game or everyday products become movie stars. Here’s a collection of unique advertising campaigns by leading brands worldwide. (Yes, we even added videos for you to check out!)
IKEA and "The Co-Worker" on Roblox
In 2024, IKEA launched “The Co-Worker” on Roblox, transforming a virtual game into both an entertainment and recruitment tool. The brand built a virtual IKEA store where users could experience working there—completing tasks like assisting customers, cleaning, and organizing display rooms.
But it wasn’t just a game. IKEA used this platform to recruit employees, receiving over 178,000 applications for 10 open positions. This campaign is a perfect example of how brands can blend gaming worlds with real-world business needs. The viral effect was clear—Roblox’s young audience didn’t just experience working at IKEA; they got a glimpse into the company’s culture. This creative approach allowed IKEA to advertise its products while interacting with potential employees—a unique combination of marketing and recruitment.
Courtesy of IKEA https://www.thecoworker.co.uk/
Heinz and “Deadpool & Wolverine”
Heinz mastered the art of integrating pop culture into its marketing strategy by collaborating with the movie Deadpool & Wolverine. Several entertaining ads portrayed ketchup and mustard as superheroes, standing out just as much as their cinematic counterparts. T
Humor and unexpected associations played a key role in the campaign’s success. The localized adaptation of the ads, combined with bright visuals and cultural references, ensured that the campaign resonated across different markets. The branded packaging became an iconic symbol that sparked positive emotions among consumers. Heinz proved that advertising could be both memorable and fun.
Zombie Apocalypse on Wheels
Although it's not 2024, the 2022 campaign deserves a mention for its creativity. Netflix's campaign in Thailand for the series All of Us Are Dead is a brilliant example of combining physical and virtual marketing.
LED panels on the buses gave the impression of zombies inside, drawing attention to the Korean TV series about the virus. This unusual way of attracting attention is an unconventional solution for product placement, which can be used to create visual metaphors.
From Oddities
to Pride
to Pride
In Heinz's "The Last Drop" ad, creativity reaches its peak. The slogan about fighting for every last drop of ketchup doesn't just make the product desirable — it turns it into a symbol. The ironic yet genuine behavior of fans, who lick ketchup off any surface, breaks all stereotypes.
This isn’t just an ad — it’s a statement: "We love our product so much, we're willing to do anything for it." At first glance, it seems absurd, but in reality, it's a brilliant strategy that creates a bond between the brand and its audience. Heinz succeeds in transforming oddities into pride, strengthening the uniqueness of its product and building strong relationships with consumers.
McDonald's "Eat the Code"
McDonald's launched the "Eat the Code" campaign, targeting the tech community. The posters and website featured binary code that could only be deciphered by programmers.
With campaigns like "Eat the Code," McDonald's has effectively connected with today's audience. The engagement, exclusivity, and unconventional approach amplify the viral effect, sparking conversations within the community.
One of the Best Commercials
of All Time
of All Time
The definition of "the best commercial of all time" can be subjective, depending on the criteria used—whether it’s creativity, cultural impact, economic success, or innovation. However, among many experts and reviews, Apple’s "1984" ad is often cited as one of the greatest for the following reasons:
Innovation: The ad was groundbreaking for its time, using visual elements and narrative inspired by George Orwell's dystopian novel 1984 to position the Macintosh as a means of liberation from conformity and mediocrity.
Innovation: The ad was groundbreaking for its time, using visual elements and narrative inspired by George Orwell's dystopian novel 1984 to position the Macintosh as a means of liberation from conformity and mediocrity.
- Impact: Not only did it launch the Macintosh, but it also set a new standard for Super Bowl commercials. Aired just once during Super Bowl XVIII, it became legendary, being one of the first examples of a commercial that became an event in itself.
- Cultural Influence: The "1984" ad changed the way advertising was viewed as an art form. It was added to the Clio Awards Hall of Fame and named "the greatest commercial of all time" by Advertising Age in 1995.
- Economic Success: After the ad aired, Macintosh sales soared, surpassing all expectations. Apple sold 72,000 computers in the first 100 days following the ad's release.
- Emotional and Symbolic Significance: The ad used powerful symbolism of fighting against totalitarianism, resonating deeply with the audience and transforming the Macintosh from just a product into a symbol of individuality and freedom.
What does the marketing world have in store for 2025?
The future lies in tech-driven, personalized approaches. Artificial intelligence and automation will become the main tools of marketing, while video content and integration with the metaverse will be the primary ways to engage with audiences.
- Artificial Intelligence and AutomationAdvertising campaigns will become more personalized and adaptive.
- Video ContentShort videos and interactive formats will dominate, especially on social media.
- Metaverse AdvertisingNew 3D formats and integration with virtual spaces will be a major trend.
- Voice AdvertisingWith the rise of voice assistants, advertising through voice search will gain significant importance.
- Influencer MarketingCreators will become key partners for brands.
How should brands prepare for these changes?
To successfully implement these trends, marketers need to understand that every new direction is backed by technological advancements. Developers must create AI algorithms, work with virtual worlds, and introduce new content formats to stay competitive. Without the involvement of developers, advertising technologies will remain at the idea stage, and this trend demands attention.
2025 will be a year when brands are forced to not only adapt but also rethink old advertising strategies. It will be interesting to see who can integrate new technologies and who will be left behind.
2025 will be a year when brands are forced to not only adapt but also rethink old advertising strategies. It will be interesting to see who can integrate new technologies and who will be left behind.