McDonald’s_ A Minecraft Movie Meal
minecraft fans are legion on tiktok, and they were Fired-up for the release of “a minecraft movie”. Our challenge was to help McDonald’s tap into that excitement with a partnership that incorporated all the fun and creativity of the game, while remaining COMPLETELY UNIQUE TO the golden arches.
we spawned creators into Minecraft
We led with insights into minecraft fandom and recommendations for engaging passionate fans across tiktok. next, we invited the community into the campaign with A GAME-IFIED BRANDED EFFECT THAT spawned players inTO THE MINECRAFT WORLD. THEN WE REWARDED THEM WITH EXCLUSIVE MCDONALD’S-THEMED MINECRAFT COLLECTIBLES AND EFFECTS TO SHARE ACROSS THE FYP.
The Results
OUR CREATIVE INSIGHTS INTO THE GAMING COMMUNITY, ACTIVATION PROPOSALS AND PRODUCTION SUPPORT HELPED MCDONALD’S SUCCESSFULLY CONNECT WITH MINECRAFT FANS. SURPRISING creator ACTIVATIONS and aN ORIGINAL AR filter HELPED AMPLIFY THE EXCITEMENT FOR THE MOST Playable PARTNERSHIP OF THE YEAR.
+8M EFFECT PLAYS
+17% AWARENESS LIFT
Role: Creative STRATEGy DIRector, TikTok
Marketing + Creative leadership: McDonald’s, Starcom, Wieden & Kennedy