McDonald's Australia has launched a new campaign that utilises AI-powered Chicken McNugget recognition technology to offer fans a chance to win a pair of limited edition 'Nuggies' boots.

The #BootPursuit campaign, developed by DDB Sydney and Mango Communications, is being rolled out across Macca’s restaurants nationwide, supported by social, PR, influencer and sponsorship activity. OMD handled media for the campaign, while Digitas managed CRM, and Ackelo was in charge of POS.

To enter the competition, participants are required to purchase Chicken McNuggets and find a boot-shaped one. They then scan the McNugget using a QR code on their pack, which leads to an entry form. The campaign is the first to use generative AI chicken nugget recognition through Google Gemini as a user-generated content (UGC) entry mechanic.

The AI scanner program has been trained to recognise a perfect boot-shaped Chicken McNugget and distinguish them from McNugget-like objects and other shapes of McNuggets. The #BootPursuit campaign will run for three weeks, with 2,000 pairs of Nuggies boots available to win.

"The boot-shaped Chicken McNugget is a fan favourite. It always tops the poll for number one nugget. It was time to reward Australia’s boot enthusiasts. The leaps we’re seeing in AI are remarkable, writing Shakespeare, generating news, and now analysing Chicken McNuggets. What a time to be alive," said Executive Creative Director, DDB Sydney, Matt Chandler.

McDonald’s Australia Brand Manager, Chloe Brannagan, said: "We’re thrilled to be bringing Nuggies back, and to give fans the opportunity to get their feet in them. Limited edition Macca’s merch has always been hot property, so to give them away with fun use of tech is the icing on the cake. Or the breading on the nugget, so to speak."