McDonald's Immersive Dining Experience

Client: McDonald's

McDonald’s, leveraging its history of subtle anime references since 1997, capitalized on the growing influence of anime culture to engage Gen Z and multicultural youth. By integrating anime elements into its marketing and customer experience, McDonald’s aimed to become a beloved brand globally. The campaign centered around the New Savory Chili WcDonald’s Sauce, using real-world events to deepen connections with anime fans.

The WcDonald’s Immersive Dining Experience in Los Angeles epitomizes this effort, offering a multisensory journey through four acts inspired by original episodic shorts. Each act featured different menu items, enhancing the theme of “The Dining Table” frequently featured in anime culture. The experience included 360-degree projection mapping, gamified tabletop projections, and 4D sound, all designed to completely immerse fans in the world of WcDonald’s. Key elements included an exclusive partnership with reservation platform OpenTable, media and influencer previews, and a special activation for the Hispanic anime community featuring Young Miko. The experience’s success was marked by sold-out reservations within 30 minutes, 1,800 meals served, and widespread media coverage. Over 90% attendees rated the experience 5/5, with the campaign achieving 4 billion impressions, solidifying WcDonald’s as a cultural icon.