Bringing one of the biggest kid brands into the digital age
With the youth media and entertainment landscape in a constant state of change, and play patterns evolving with new technologies, branding and customer loyalty experiences must be adapted accordingly. McDonald’s Europe undertook the challenge of reinventing the traditional Happy Meal experience for today’s tech-savvy, rewards-oriented youth audience.
We began creating strategies to extend the restaurant experiences beyond the few minutes of play a the table. This meant linking the myriad monthly brand promotions into digitized play.
Beginning as an online theme park, supported by 360 media promotions, kids could create their own avatars to play with the licensed characters they receive in their physical Happy Meals. Happy Studio also represented the first time licensed characters from so many entertainment properties have come together in a single experience with a brand.
Eventually moving into a richly featured app experience that included Augmented Reality and Digital Books, the global strategy reached over 7 million registered users for extended play times, and was localized into over 40 markets.