McDonald's is reintroducing McDonaldland, a fantasy world launched in a 1971 ad, with a multichannel campaign. The campaign kicks off on August 12 with the McDonaldland Meal, which includes a special shake and collectible souvenirs. The effort marks a significant push into nostalgia, incorporating brand characters like Ronald McDonald and Grimace to enhance engagement. Collaborating with multiple agencies, the campaign includes various components like a website, TV commercial, experiential activations, a Fortnite takeover, and Snapchat augmented reality elements. This is the first time the entire range of characters will be featured in marketing efforts since the 1990s.
McDonald's has introduced a McDonaldland campaign, bringing back brand characters from the 1971 advertisement for a nostalgic experience designed to drive engagement and sales.
The McDonaldland Meal includes a Quarter Pounder with Cheese or 10-piece Chicken McNuggets, fries, and a Mt. McDonaldland Shake with a special flavor.
Publicis, Wieden+Kennedy, TMS, ProdCo, We Are Social, IMG and IMS collaborated on different elements of the McDonaldland campaign, tapping into nostalgia to attract audiences.
The campaign features a website, TV commercial, experiential activations, a Fortnite takeover, and Snapchat augmented reality activations.
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