McDonald’s Canada is combining the magic of the movies with its food in “140-Character Films,” a new social campaign and contest targeted at adults above the age of 18.

With creative by Tribal DDB, media by OMD and film production by TinMan, McDonald’s is inviting its fans to submit 140-character storylines, featuring McDonald’s menu item characters like Big Mac, French Fries and McFlurry, for the chance to win prizes and have their ideas turned into short films.

Fans can submit their ideas on the contest microsite, or enter through Facebook or Twitter using the hashtag #MakeMyFilm. With prizes sponsored by Scene, the contest offers three levels of prizing, including 50 random prizes of 2,000 Scene points, 12 finalist prizes of 24,000 Scene points and the grand prize being a private movie screening catered by McDonald’s.

While McDonald’s has already begun revealing the 12 finalists who will vie for the grand prize on the microsite and on its YouTube channel, fans can submit storylines until Sept. 6.

To help support and drive to the contest, McDonald’s is also relying on promoted posts on Facebook and Twitter.

A McDonald’s Canada spokesperson says this is the first time McDonald’s Canada has engaged with its social fans in a lighthearted way and leveraged them to generate ideas that will be turned into branded films. The spokesperson says the campaign is part of the brand’s growing social strategy, which took off with its “Our Food. Your Questions.” campaign.

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