McDonald's LAND

Objective

McDonald's needed to reach Gen Z consumers in Latin America (Argentina, Colombia, Mexico) where they already spend time—on Roblox. The brand launched the McCombo Pro promotion to drive both in-game engagement and real-world orders, targeting teenagers through a playable metaverse experience that merged gaming entertainment with e-commerce.

Solution

McDonald's Land was a branded Roblox world featuring five themed islands (French Fries, Ice Cream, Soda, Burger, and Central), each with unique gameplay mechanics—parkour challenges, snowboarding, racing circuits, and obstacle courses inspired by menu items and McDonald's locations. Players collected virtual coins throughout gameplay and redeemed them for digital wearables and skins. The phygital strategy connected in-game rewards to real-world McDonald's purchases, inviting players to visit physical restaurants to unlock exclusive benefits. Gaming influencers amplified reach across social platforms.

Results

McDonald's LAND generated more than 37,000 orders of the McCombo Pro menu and drove a 55% sales increase through the McDonald's mobile app. The campaign achieved more than 430,000 Roblox user visits across Latin America.