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McDonaldland was always going to perform well on the basis of nostalgia. Many have warm memories of Happy Meals and McDonalds characters. But as the IP has been out of circulation for longer and longer, there is a significant amount of people that don't have a clue it even exists. Immersive Media on Fortnite gave us a golden bullet to draw people into the world of McDonaldland. Taking advantage of long engagement times immersive media offers: approximately 20 minutes or higher per engagement, we were tasked with condensing years of warm memories and nostalgia to bring new audience into McDonaldland for the first time.
Within this massive attention grabbing campaign, McDonaldland on Fortnite let players scratch beneath the surface and discover McDonaldland in a space free from other brands fighting for attention.
The characters take the spotlight, as they should. We recreated Ronald McDonald, Grimace, Birdie and Mayor McCheese, bringing them into Fortnite’s characteristic art style, while being careful not to lose what makes the characters so recognisable. These characters acted as the player’s guide to McDonaldland, guiding players to their next task, and helping them fulfil their role as Mayor McCheese VP.
Players were given an active role in shaping the park. An innovative live ranking system required players to constantly earn points so they aren’t overtaken by other players. The more points a player earns, and the higher their rank, the more control they have over what the park looks like.
Integrating into the wider campaign, a promotion via the My McDonalds app allowed us to funnel players in and out of Fortnite, with the app allowing players to unlock a code that would allow them to enter the Professors Cave. A secret area containing McDonaldland themed super powered goodies.
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