McDonalds • McDonald's Land
2023 • Metaverse • QSR • Colombia • LATAM
McDonald's launched McDonald's Land in Roblox, engaging users with interactive islands representing menu items, achieving increased sales through their app.
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The big idea behind the McDonald's Land campaign was to introduce the fast-food chain into the Metaverse through a virtual environment in Roblox. The campaign aimed to engage with the Latin American audience by offering a unique and interactive experience that blended gaming, influencer marketing, and a phygital promotion to drive recognition, visibility, business growth, loyalty, and key positioning for the brand.
Through McDonald's Land, users could explore different islands representing key menu items, participate in challenges, and collect virtual rewards, ultimately strengthening their connection with the McDonald's brand in a digital setting.
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The main challenge of McDonald's Land campaign was to establish a successful entry into the virtual world and gaming environment, effectively engaging with the Latin American audience, particularly the Gen Z demographic. This involved creating a virtual environment on Roblox that not only captivated users but also led to increased brand recognition, visibility, business growth, and loyalty. The campaign aimed to position McDonald's as a forward-thinking brand that could adapt to new trends and connect with consumers in innovative ways through the Metaverse.
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The target group of McDonald's Land campaign in the Metaverse was the entire Latin American public, with a specific focus on capturing the attention of Generation Z. This campaign aimed to engage with a young and digitized audience, leveraging the popularity of virtual environments and gaming to strengthen brand loyalty and drive business objectives.
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The McDonald's Land campaign in Roblox resulted in reaching users from over 10 different countries in Latin America, with more than 430,000 visits from Roblox users. The promotion also led to over 37,000 orders of the McCombo Pro menu and a 55% increase in sales through the McDonald's App.
This initiative not only established McDonald's as a leading presence in the Metaverse and technological innovation but also showcased its adaptability to current trends and capacity to engage with a digital-savvy audience. The project strengthened the brand's digital footprint, providing consumers with a novel way to experience the McDonald's universe.
Overall, McDonald's successful foray into the Metaverse demonstrated its dedication to innovation and its adeptness at forging creative connections with new audiences, reshaping the brand-consumer relationship within the digital landscape.
