McDonald’s Best Burger Campaign

Challenge

To create a mic-drop moment to communicate and celebrate McDonald’s enhanced core beef burger range, as part of their ‘Best Burger’ campaign, in collaboration with Red Consultancy.

McDonald’s 360 Immersive Experience

Solution

We designed and delivered McDonald’s first 360° immersive experience; a 2-day spectacular, immersive experience for VIP’s and members of the public at Outernet, in Central London. The experience tapped into all five senses and took attendees on a unique journey through the changes to the core McDonald’s beef burger. 

As guests moved through the space, surrounding screens displayed giant 8k visual content - bringing to life the sight and sound of bouncier buns, melting cheese, searing patties, sizzling onions and crunchy lettuce in a larger than life, 360 delicious display.     

To top it off, attendees were encouraged to share their experience and in return were given given 2500 MyMcDonald’s rewards points via the McDonald’s app to redeem and try a revamped beef burger for themselves. 

Softer, Toastier Buns: Guests experienced the softer and toastier texture of the new McDonald’s buns, immersing themselves in the scented and 'squishable’ bun installation, capturing playful content for socials.  

McDonald’s 360 Immersive Experience

Meltier Cheese: Turning the corner, guests were further engulfed in the space by giant droplets of ‘melting cheese’ cascading from above them. The imaginative installation showcased how the cheese now melts over the side of the extra hot patties, improving the texture and taste.  

Crunchier lettuce: Finally, guests made their way through a giant lettuce made with crunch textured materials, where bespoke ASMR lettuce-crunching sounds and water droplets, further reflected the fresh-out-of-the-fridge, satisfying snap of McDonald’s lettuce.  

McDonald’s 360 Immersive Experience
McDonald’s 360 Immersive Experience
McDonald’s 360 Immersive Experience
McDonald’s 360 Immersive Experience

Hotter Patties: The grill tunnel gave guests the opportunity to experience how the new, hotter patties are seared. The temperature and ‘smoke’ from the grill rose, the sound of the patties sizzling played, and infrared lights reacted as guests moved through the space.  

McDonald’s 360 Immersive Experience
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