WcDonald's Marketing Campaign Presentation.pdf

Analyzing McDonald’s WcDonald’s Marketing Campaign.

1. McDonald’sMcDonald’s
WcDonald’sWcDonald’s
Analyze McDonald’s WcDonald’s Campaign
By: Hoi Ching Isabelle Ng

2. Let’s explore the WcDonald's universe
“From The Makers of...” , McDonald's, 2024
Source: https://www.youtube.com/watch?v=DEKckUd310o

3. LAUNCH DETAILS
CAMPAIGN OVERVIEW
The WcDonald’s campaign shows how McDonald’s is trying something
new by mixing fast food with anime to attract younger fans. It brings to
life the made-up “WcDonald’s” seen in many anime shows, creating a fun
experience for fans all around the world.

Launch Date: February 26, 2024
Markets: Available in 30 places globally, including areas
where many people enjoy anime, like North America,
Europe, and parts of Asia.
Key Features: The campaign has special menu items -
New Savory Chili Sauce for the McNuggets, anime-style
packaging, and fun social media posts aimed at anime
fans.

4. Engage the younger audience through anime culture
To connect with the younger demographic, particularly those who are passionate
about anime and its associated culture while building emotional connections
OBJECTIVES OF THE CAMPAIGN
Drive traffic
Increase Brand Visibility and Customer Interaction
Focus on boosting sales for limited-edition menu items introduced as part of the
campaign.
The launch of special products, such as the Savory Chili WcDonald’s Sauce to go with
Chicken McNuggets, offers a unique reason for customers to buy.
Boost McDonald’s visibility in a competitive market while engaging with customers.
With the use of social media campaigns, interactive content, and collaborations with
anime influencers to amplify brand visibility.
Engaging customers through challenges, hashtags, and user-generated content
invites them to share their experiences, thus increasing interaction and community
engagement.

5. SEGMENTATION
DEMOGRAPHIC GEOGRAPHIC
PSYCHOGRAPHIC
BEHAVIORAL
Young adults & millennials
Family with children
Regions with significant
presence of anime culture
North America, Europe, Asia
Anime & Manga enthusiasts
Humor and creativity
Passion for Japanese
animation and pop culture
Loyal McDonald’s consumers
Consumers of anime-related
content
Explore and participate in
themed experiences

6. GOOD BURGER
MARKETING TACTICS
SOCIAL MEDIA PLATFORMS
McDonald’s used social media to reach younger people and promote the
WcDonald’s campaign with fun and interesting content. By using popular
platforms, they built an active online community around the campaign.
Their posts included anime-themed content, new menu items, and
interactions with customers, which led to lots of likes and comments.
McDonald’s engaged with fans by responding to comments and sharing
updates about events and promotions. They also used campaign-related
hashtags to help create excitement and spread the word.
#WcDonalds #AnimeInMcDonalds

7. GOOD BURGER
MARKETING TACTICS
PARTNERSHIPS
McDonald’s has partnered with famous Japanese manga artist
Acky Bright to create special WcDonald’s packaging that lets
fans dive deeper into the WcDonald’s world with each meal.
For a limited time, customers can get takeout bags featuring
WcDonald’s Crew characters, drawn by Acky, at select
restaurants.

8. GOOD BURGER
MARKETING TACTICS
IMMERSIVE DINE-IN EXPEREINCE
The WcDonald’s campaign offered a special dine-in
experience at a McDonald’s location in Los Angeles, created to
appeal to anime fans and make dining memorable.
A key feature of this experience was the 360-degree projection
mapping, which displayed animated scenes from the
WcDonald’s world on the walls and tables of the restaurant.
The dine-in experience was more than just eating; it was a
celebration of anime culture in a fun and engaging setting.
With themed decorations, interactive activities, and special
menu items, McDonald’s provided a unique experience that
fans loved and wanted to share on social media, helping to
spread the word about the campaign.

9. CAMPAIGN RESULTS
6.3
BILLION
POTENTIAL VIEWERS REACHED
84.4
THOUSAND
ENGAGEMENTS
8.8%
INCREASED
in McNuggets sales
29.6
MILLION
SOCIAL MEDIA IMPRESSIONS

10. LOOKING AHEAD
The success of the WcDonald’s campaign shows how well blending cultural themes into marketing works. McDonald’s might adopt a
more flexible advertising approach, partnering with various pop culture trends, not just anime, like esports, or music festivals, to reach
more customers.
McDonald’s could keep focusing on younger customers by creating campaigns that match their interests, like music, gaming, and
social media. This might include working with influencers to make the brand feel more authentic.
The fun dining experience from the WcDonald’s campaign can inspire more creative marketing efforts. McDonald’s could host themed
events, pop-up restaurants, or work with artists to offer unique experiences that go beyond regular fast food.
By building a sense of community around these themes, McDonald’s can develop loyal fans who feel connected to the brand. Engaging
with customers through social media, events, and sharing their content can keep them interested and encourage repeat visits.

12. GOOD BURGER
REFERENCES
Acky bright: About. Acky Bright Official. (n.d.). https://www.acky-bright.com/about
Campaign of the week: WCDONALD’s. Contagious. (2024, April 2). https://www.contagious.com/news-and-views/campaign-of-the-
week-mcdonalds-flipped-its-logo-as-a-nod-to-its-anime-analogue
McDonald's. (n.d.). Retrieved March 16, 2024, from https://www.instagram.com/mcdonalds/
McDonald's. (2024, February 20). From The Makers of... Retrieved March 16, 2024, from https://www.youtube.com/watch?
v=DEKckUd310o
Medium. (2024, August 21). McDonald’s taps into anime craze with the WCDONALD’s campaign: A creative review by jeta. Medium.
https://jetateam.medium.com/mcdonalds-wcdonalds-review-197badf7048c
WcDonalds. (2024). Retrieved March 16, 2024, from WcDonalds: https://www4.mcdonalds.ca/wcdonalds/en/
Welcome to WcDonald's: McDonald's Brings Anime Fans' Favourite Fictional Restaurant to Life. (2024, February 21). Retrieved March
15, 2024, from Mcdonalds.com: https://www.mcdonalds.com/ca/en-ca/newsroom/article/Welcome-to-WcDonald-s--McDonald-s-
Brings-Anime-Fans-----Favourite-Fictional-Restaurant-to-Life-.html