Empowering Minecraft fans to discover A Minecraft Movie Meal for themselves
In Spring of 2025, McDonald’s teamed up with The Minecraft Movie to launch A Minecraft Movie Meal. And our brief was simple: drive purchase through CRM.
But we knew that Minecraft fans would be sceptical, after a slew of inauthentic brand tie-ins had left them disillusioned and wary of another “movie of the summer” cash grab.
So we used our CRM campaign to empower these passionate and creative fans, by inviting them into the adventure and giving them the tools to discover the meal for themselves.
Before launch, we dropped easter eggs into seemingly BAU emails for the most eagle-eyed fans to spot.
We invited fans to do what they do best, and dig to discover what the partnership had in store.
We gave McDonald’s app users exclusive early access to exciting new product drops.
Origin stories brought the collectible characters to life to increase their desirability.
We even dropped an interactive film quiz for families to enjoy during half term.
And finally, we rewarded true Minecraft fans with exclusive in-game add-ons.
Much like a player breaking through bedrock, the campaign absolutely smashed expectations.
As well as surging repeat purchases among Gen Z and McFlurry sales spiking in time with weather-reactive emails, the campaign saw:
+250%
above forecasted sales
(ensuring the meal sold out 4 weeks early)
+60%
increase
in average spend
+70%
email open rates
(+143% vs BAU)