McDonald’s created the “Pick a Side” campaign to introduce The Gallagher and The Galchenyuk hamburgers (named after Montreal Canadiens players). First, the players passionately presented their burgers in commercials. Then, Quebecers were encouraged to vote for their top pick. The brand tapped sports show panelists and radio hosts to discuss and analyze burger sales in real-time. The campaign included sponsorship of hockey content on RDS, radio contests, OOH dominations, print takeovers and social ads. And the team used more than 500 screens across Quebec’s McDonalds restaurants to promote the burgers and show the real-time voting results.