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.
Challenge:
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.
Client: McDonald’s
Campaign: McDelivery
Category: Esports