R/GA London today announces that it has partnered with McDonald’s to help celebrate the 10th Anniversary of the Minions, exclusively with a new Happy Meal AR experience. McDonald’s tasked R/GA with launching the digital activation as part of the Happy Meal promotion campaign encouraging families around the world to 'Unleash their Inner Minion'. R/GA worked alongside film makers to develop and build an AR experience that comes to life when families scan the smile on a Happy Meal Box using the Happy Meal app.
“Now more than ever, we know family togetherness is important in person and virtually. We are excited to offer some additional feel good moments of fun and entertainment for families together, with the Happy Meal App. Using the app, families simply scan our iconic Happy Meal box and smile to discover a memorable digital experience with their favourite characters visiting the Happy Meal,” said Kerri Petherick, McDonald’s global family marketing director.
The digital experience has been thoughtfully designed for children and families to enjoy together with their Happy Meal. The back catalogue content from the Minions archives celebrates the world's most famous yellow trouble makers in an exclusive set of curated clips for McDonald’s. To drive greater engagement, R/GA also supported McDonald’s with the creation of a global campaign supporting markets that have McDelivery.
“This is a totally unique partnership celebrating the 10th anniversary of the Minions” said Ben Lloyd, creative director at R/GA London. “With families spending more time at home, family moments should be at the heart of every brand experience and it’s great McDonald’s are delivering experiences that transcend the modern day family, engaging and entertaining both young and old.”
The global experience begins global roll out this week in 34 countries including the US, with the UK going live in September. The experience will run until the end of summer and be live in 80 countries in total.
Ad agency: R/GA London
Creative Director, Visual Design: Ben Lloyd
Visual Designer: Joelle Schweiger
Business Lead: Anna Rosenthal
Account Manager: Alex Wing
Producer: Zaleta Kasenzi
Production partner: Pl.Ai