Over the years, the McPlayer program (which pits mighty challengers against each other) has done wonders in building the McDonald’s brand in Quebec. The pressure was on for the next iteration, which launched this year. Working with OMD, the brand pitted the West against the East. It had Montreal Canadiens’ Shea Weber (representing Canada’s East) challenge a mounted cowboy (the West) in a race to see who could skate/ride a horse to the finish line first. As part of the broader campaign, the team also created an innovative bus shelter ad that let Quebecers face off against Weber in a blinking game. Whoever out-blinked the NHLer won a Mighty Angus burger. Influencers and local celebs also took part and “The Stare Down Game” led to an 11% increase in burger sales.