Keepable trade card

The pattern

This commercial ad is filed under Keepable trade card.

Define

A small card people keep (pretty, useful, or collectible) that carries the brand after the encounter.

Mechanism

Retention object. The gift is the media. Recall is paid for by usefulness or delight, not by repetition.

Verdict

We can put a physical or digital keepable in someone's pocket and they will not throw it away.

Why it works

"شاهد الليلة. اطلب الحين" ties two acts to the same evening, so the meal rides on a plan the fan already has instead of asking for a new one. "احصل على 1 من 4" with an arrow to the figure turns one meal into one of four for anyone who wants the full set. The figure stands on a McDonald's base, so the brand stays on the shelf after the box is gone.

The big idea

Opening night and dinner become one plan, "شاهد الليلة. اطلب الحين", and the figure in the box is one of four, so one meal never completes the set.

The offer

A Spider-Man meal, burger, fries and drink in a themed box, with one of 4 collectible Spider-Man figures; order now, timed to the film's release.

Lines from the ad

شاهد الليلة.. اطلب الحين

Watch tonight. order now

احصل على 1 من 4

Get 1 of 4

Steal this when

When a brand ties a product to a film or event release and can include a small collectible series people will want to complete.

The emotion

Written to Excitement. It makes the Say move.

It rides the release-night buzz with what will happen, the film tonight, and gives one step to be part of it, order now, without inventing a deadline.