Innovative Campaign Development
In a remarkable collaboration, tms has spearheaded the comprehensive development of two exciting campaigns, each designed to evoke joy and engagement at every interaction. The approach encompassed a captivating visual identity, exclusive toy offerings, and unique packaging, all while creating an immersive experience across both retail and digital platforms.
Harnessing the allure of collectability, tms crafted six exclusive Movie Meal collectibles inspired by McDonald’s most cherished characters. Additionally, the Minecraft Movie Happy Meal showcased six toys representing Blockhead or Block World characters drawn from the beloved game and film. This thoughtful design not only appeals to young fans but also enhances the overall dining experience.
To bring the Minecraft universe to life in a tangible way, tms transformed McDonald’s restaurants into immersive extensions of the gaming experience. This initiative spanned various spaces, including the drive-thru, front counter, kiosks, and dining areas. With a retail kit designed for over 100 global markets, local teams were empowered to adapt elements while ensuring a cohesive campaign experience that encouraged exploration and emphasized the collectability of the promotion.
In addition to the engaging toys, tms meticulously designed and sourced the packaging for both campaigns. A standout feature was the golden, blockified treasure chest created for the Minecraft Movie Meal, which seamlessly blended the brand identities of McDonald’s and Minecraft. To further enhance the excitement, three variations of Happy Meal boxes featuring iconic characters like Sheep, Bee, and Creeper were introduced, adding a layer of charm to the meal.
Extending the experience into the digital realm, customers were invited to scan their collectible toys to unlock exclusive in-game skins for their Minecraft accounts. For the Happy Meal, tms developed a digital treasure chest quest that follows the storyline of A Minecraft Movie, enriching the connection between the physical and digital worlds and ensuring that the joy of discovery continues long after the meal is finished.
