Promotions and Activations, Web Design, Digital Experience, Character Design

For four weeks, McDonald’s turned its arches upside down and became WcDonald’s for an anime promotion. Fans worldwide couldn’t wait to experience this momentous occasion by getting a limited-time Savory Chili WcDonald’s Sauce to complement their WcNuggets. Anime fans entered the flavorful world of WcDonald’s where a new story about this mythical sauce unfolded each week across a 4 week promotion.

OBJECTIVE:
The WcDonald’s campaign was an homage to anime’s long-time representation of McDonald’s as WcDonald’s across the genre. To make it come to life, McDonald’s turned their restaurants into WcDonald’s with special WcDonald’s packaging and sauce, anime tv commercials, and the development of exclusive anime mini-episodes and manga chapters created by anime studio, Studio Pierrot, and manga artist, Acky Bright. Our objective was to create a digital hub for McDonald’s WcDonald’s campaign. We were asked to design a microsite that would hold weekly drops of new anime episodes and manga chapters, as well as introduce McDonald’s fans to the over 20 characters created for the campaign.

RESULTS:
There were over 290k QR scans and approximately 1.2M total site visitors across the life of the 4 week program. The microsite introduced some firsts for McDonald’s in terms of their digital landscape. The WcDonald’s microsite was the first time McDonald’s hosted locked digital content that fans needed a QR code from WcDonald’s-themed packaging to open. It was also the first time McDonald’s created digital content released in weekly installments for fans. The microsite rounded out the entire WcDonald’s immersive experience, allowing fans to escape into the WcDonald’s universe watching episodes, reading chapters, and learning more about some new favorite characters. Most importantly, we helped bring WcDonald’s to life by celebrating the world of anime, successfully bringing two fandoms together and creating a dedicated space for fans to see the work.

MY ROLE:
Art Director; Digital Website Experience

CREDITS:
VP Creative Director: Brian Fox
Associate Creative Directors: Ryan Dempski & Sarah Davis
UX Designer: Stephanie Yoo
Account Supervisor: Alexis Osbourne
Senior Director, Delivery: Danielle Konen
Senior Account Executive: Evan Dodson
Senior Strategist: Grace Kennedy
Associate Account Executive: Sarah Fiedler
Illustrators: Acky Bright, G-Angle
Anime Studio: Studio Perriot
Dev team: Votigo

Agencies: tms,