Winning The Drum Awards for Experiential Integrated Experiential Activation Gold is We Are Social + Narrative McDonald’s with the WcDonald’s Immersive Dining Experience. Here is the award-winning case study.
McDonald’s, renowned for its effective marketing, recognized a unique opportunity in the rising influence of anime culture. Originating from its subtle appearances in anime since 1997, the brand sought out to deepen its connection with Gen Z and multicultural youth by embracing this global phenomenon. By integrating anime elements into its marketing and customer experience, including real-world events, McDonald’s can become synonymous with positive moments and establish itself as a beloved choice for people worldwide. With the launch of the New Savory Chili WcDonald’s Sauce, McDonald’s needed to further engage with these demographics by hosting exclusive events centered around the sauce, leveraging the communal aspect of food in anime. By doing this, McDonald’s not only aims to drive business but also to authentically connect with Gen Z, elevate its brand …