Snacking and gaming have always been intertwined. So when the year’s biggest gaming console was launched, McDonald’s Philippines went gamer nerd mode and hacked the new Nintendo Switch 2 console itself with GAMIFRIES: a 3-D printed console attachment that could hold fries. Aware that gamers are averse to big brands ruining their experience, we stealthily rolled out the campaign on MakerWorld, a top 3D model resource and online community. When gaming influencers and tech publications picked it up, they shared reviews and demos to audiences even outside of gaming, always with McDonald’s name in the conversations. The buzz went global. It’s next level gamer culture hack.