McDonald's LAND
View the case- Brand
- McDonald's
- Year
- 2023
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Simulation & Strategy
- Platform
- In-Game
- Agency
- Digitas / Publicis Play
Objective
Arcos Dorados, McDonald's franchisee across Latin America, wanted to reach teens and Gen Z on the platform where they already hang out, Roblox, rather than through conventional ads. The aim was to build brand affinity in a native gaming space while driving a concrete commercial outcome: getting players to actually order a new combo meal through the McDonald's app.
Solution
Players arrive in a central hub built around a virtual McDonald's restaurant and shop, then pick from four floating islands, each themed around a different menu item. The fries island is a timed lap race modeled on the McAuto drive-thru, the ice cream island is a parkour run, the soda island is a snowboard descent, and the burger island is a bubble raft ride. Clearing a course earns virtual coins, which players carry back to the central restaurant and spend on McDonald's-branded wearables and avatar skins. Ordering the real McCombo Pro meal through the McDonald's app unlocks an exclusive skin as well, so a purchase made outside the game shows up as gear inside it.
Results
430,000+ visits to McDonald's Land, 37,000+ orders of the tie-in McCombo Pro menu, and a 55% increase in sales through the McDonald's app, with reach across more than 10 countries in Latin America.
- 1
Players in Latin America enter McDonald's LAND in Roblox and land on the Central Island, a hub built around a virtual McDonald's restaurant and an in-game shop.
- 2
From the hub, players race a car around a timed track, a nod to the McAuto/AutoMac drive-through service.
- 3
Players travel from the hub to five floating themed islands in any order, each with its own aesthetic and a distinct mini-game challenge.
- 4
On the fries island, players climb a parkour course up a fry-shaped volcano while dodging ketchup that threatens to knock them off.
- 5
On the ice cream island, players snowboard down an ice-cream mountain, racing the clock while steering around puddles of candy.
- 6
On the soda island, players float down a jungle river inside a bubble, dodging ice blocks and trying to survive as long as possible.
- 7
On the burger island, players jump across oversized burger ingredients, climbing toward the top while trying not to fall.
- 8
Completing challenges and exploring the islands earns players coins, the experience's in-game currency.
- 9
Players spend coins at the restaurant-shop on the Central Island to unlock wearables and skins themed around the McDonald's universe.
- 10
Outside the game, scanning a QR code to order the McCombo Pro (a menu for the 13+ audience) through the McDonald's app unlocks an exclusive character skin in McDonald's LAND.
