Young Australian’s are particularly media savvy, and quite cynical about being sold to on any channel. With so many free or freemium games already available in App Stores, ‘Drop into Macca’s’ needed to rekindle a relationship with Millennials without forcing it. No with no ATL support, the biggest challenge was establishing relevance in a crowded marketplace.

Australian Millennials grew up with McDonald’s representing the very best in fun and entertainment. With Happy Meals, Playland equipment, and birthday parties; Macca’s was everything children wanted. But as they grew up, we grew apart - the relationship changed, and somewhere along the line we left out fun.

Drop into Macca’s was the perfect vehicle to reintroduce the brand to old friends, rewarding them with fun and food on their terms.

With a super-sized launch trailer, mock casting tapes, and leaked power-up test footage – we launched as the #1 game in the App Store, and were still there two months later. With an average playtime of 5 minutes, more than 160,000 in-store redemptions, and over 17 years of brand engagement - everyone was playing their thumbs numb with Drop into Macca’s.