McDonald's - WcDonald's Sauce
McDonald’s is in a constant battle to stay top of mind and remain culturally relevant. The brand has moved away from a marketing calendar driven solely by limited-time seasonal offers to focus on “fan truths”—a moment, memory, ritual, or behavior related to McDonald’s—and where such moments intersect with subcultures involving celebrities, music, fashion, TV and movies, childhood nostalgia and now, anime.
Services
Creative Strategy
Client
McDonald's
Year
2024
For anime fans, the name “WcDonald’s” isn’t new. The fictional version of McDonald’s has shown up in anime since the 1980s. For their newest campaign, McDonald’s embraced the trademark trickery, putting the WcDonald’s moniker at the
heart of an effort that includes a new sauce, manga-inspired packaging, diverse and relevant Reels and four short mangas that McDonald’s distributed through AR, a first of its kind activation in the category that changed weekly to serve up new content.
An Augmented Reality
experience inspired by the
'blind box' trend happening
all over social media.
Results
87MM
AR Ads Impressions
20 Sec
Average Time Spent w/AR
528K
AR Ad Clicks
