‘Side Missions’

Gamers love McDonald’s. So much so, they’ve spent years bringing our iconic food into the worlds of their favourite games. So we decided to return the favour by bringing iconic food from their favourite games into the world of McDonald’s. Turning a visit to the Golden Arches into the ultimate Side Mission.

To launch the menu, we created a campaign that lured gamers away from their screens and into McDonald’s. Teasers sparked curiosity, an epic launch film showcased the arrival of legendary gaming food, and cosplayers fuelled excitement across the community. Every meal also unlocked exclusive McDonald’s in-game rewards, taking McDonald’s back into the virtual worlds where the story began.

Selected recognition:

Shots ‘Shot Of The Week / Creative Salon ‘Work of the week’ / The Drum  ‘Pick Of The Week’ / AdAge ‘Campaigns to watch’ / PR Week ‘Pick Of The Week’ / Ad Age ‘Editors Pick’ / Campaign ‘Ad Of The Day’