McDonaldland Snapchat AR World
Open the game- Brand
- McDonald's
- Year
- 2025
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- AR
- Agency
- We Are Social
Objective
McDonald's sought to revive the McDonaldland brand and reignite nostalgia among longtime customers while introducing the iconic 1970s universe to Gen Z audiences. The campaign launched on August 12, 2025, positioning McDonaldland within cultural spaces and entertainment properties where target audiences already engaged—from music festivals and NASCAR events to thrift culture.
Solution
The campaign centered on a Snapchat AR experience featuring a 3D interactive map of McDonaldland where users' bitmojis could interact with classic characters including Grimace, Hamburglar, Ronald McDonald, Mayor McCheese, and Birdie. The Snapchat activation included three branded games: Grimace Island Dash, Fry Frenz, and Birdie's Dream Flight, along with custom filters and lenses. The campaign extended beyond digital through a four-city experiential tour (Denver, Grand Rapids, Daytona, Worcester) featuring pop-up environments, an AR mirror with 3D body-tracking technology, and a PacSun partnership for exclusive merchandise drops. The campaign also included 14 creator partnerships and integration with Fortnite.
Results
The Snapchat AR component generated 2,000+ user-created videos with 4,000+ active participants. Across all channels: 7.2 million social impressions, 29 million total experiential reach, 34+ creator posts with 4.9 million potential reach, 13,800 in-person engagements, 9,300 product samples distributed, and strong merchandise sales within 48 hours of pop-up launch. Experiential touchpoints accounted for 53% of all campaign content.
