Millennials love for Macca’s was in decline. For the first time in Macca’s Aussie history they were struggling to connect with the youth of Australia. Their stats showed: 85% of millennials watched less than 4 hours of TV/week if any at all and 50% use ad-blockers, instead spending 25 hours a week online, with 20 of them being in video games.
McDonald’s wanted to reach this audience authentically, as multiple other brands had failed by trying to use traditional sport tactics, losing the audience forever.
But they didn’t want to just slap a logo on esports but rather find out how to enhance the gaming culture in a Macca’s way. Recreating the Macca’s brand feel within the gaming arena.