McDonald’s x A Minecraft Movie

    Campaigns
    1:1 Creativity
    Comms Strategy

Challenge

When McDonald’s teamed up with A Minecraft Movie to promote the film’s release in cinemas, they wanted more than a standard co-lab. They wanted to join the fandom. The brief landed with us: design CRM activations for the Australian market that fuelled love for the new Maccas x Minecraft meals, while tapping into the block-building energy of Minecraft.
 

Insight

Minecraft fandom is all-or-nothing. The die-hards live and breathe it. Everyone else? Couldn’t care less. We needed to create something that made sense for both worlds—crafting experiences that spoke to the obsessed without alienating the indifferent.

Minecraft

Uniting the Golden Arches with pixelated pickaxes

Identify and Ignite the Fans Early

A teaser eDM invited customers to “save the date” for the new Minecraft meals. Anyone who clicked was bucketed into a fan segment using first-party data, allowing us to tailor future communications.

 

Personalised Fandom Journeys

We divided audiences into families (parents of kid players), adult fans, and chicken lovers. Each received custom creative and dynamic content, whether it was a sneak peek at toys or an invite to taste the new Nether Flame dipping sauce.
 

Minecraft

Gamified Rewards Loop

Every A Minecraft Movie Happy Meal or A Minecraft Movie Meal purchased by subscribers triggered an email with a unique code, unlocking exclusive McDonald’s-themed content inside the Minecraft game. Collect meals, collect toys, build your own Maccas world. Fun, simple, and perfectly on-brand.

 

Sustain & Scale

As the campaign continued, we spotlighted the toys still available to collect, fuelling ongoing engagement through CRM and push notifications.
 

Minecraft
Minecraft
Minecraft

Impact

Fans devoured our approach, with the campaign exceeding every benchmark we were digging for. Gen Z were particularly engaged, 30% more likely to click through than the family audience.

  • 40% repeat purchase rate on triggered post-purchase comms
  • 7x unique open rate benchmark on eDMs
  • 3x unique open rate benchmark on push notifications
     
  • 7x

    unique open rate benchmark on eDMs

  • 40%

    repeat purchase rate on triggered post-purchase comms

  • 7x

    unique open rate benchmark on push notifications