By Gary Symons
Editor in Chief
McDonald’s and Minecraft are joining forces for the first time in a massive global collaboration that merges the digital and physical worlds.
Timed with the highly anticipated release of A Minecraft Movie, the campaign introduces themed meals, collectibles, and exclusive in-game content inspired by the beloved gaming universe. In other words, this collaboration involves both bites, and bytes.
The partnership marks McDonald’s largest global campaign to date, rolling out across 100 markets worldwide. The collaboration features the Minecraft Movie Meal and a special Minecraft Movie Happy Meal, each offering unique collectibles and digital experiences.
McDonald’s has been a popular presence in Minecraft’s digital realm for years, with players creating pixelated replicas of the brand’s Golden Arches and menu items. Now, the fast-food giant is bringing elements of the Overworld into reality with a campaign designed to engage fans of all ages.
“Our goal is to create moments of joy for our fans by reimagining the food they love through the Minecraft universe,” said Morgan Flatley, Global Chief Marketing Officer and Head of New Business Ventures. “It’s a celebration of two massive fandoms, united by creativity and iconicity.”
Phygital Collectibles and Themed Meals
The Minecraft Movie Meal will feature six limited-edition collectibles inspired by McDonald’s characters and Minecraft lore, such as the Grimace Egg, a nod to the rare Minecraft Dragon egg, and the Big Mac Crystal. Meanwhile, the Minecraft Movie Happy Meal will offer one of 12 toys modelled after characters from the game and upcoming film.
McDonald’s is also integrating digital components into the campaign. Each collectible in the Minecraft Movie Meal will come with a scannable code that unlocks an exclusive in-game skin. Additionally, customers who order through the McDonald’s app will receive a code granting access to a McDonald’s-themed add-on pack for Minecraft, providing players with new gameable tools and enhancements.
Happy Meal buyers will also gain access to a digital mini-game, allowing them to complete quests in a McDonald’s-inspired A Minecraft Movie world.
With gaming and pop culture collaborations becoming an increasingly significant marketing trend, this partnership underscores how brands are evolving to engage their audiences in new ways. By bringing the Minecraft metaverse into McDonald’s restaurants, the campaign aims to create an immersive experience that resonates with fans who spend a lot of their time online in a metaverse environment.
As the campaign launches worldwide, the partners say fans can expect more details and official announcements in the coming days as McDonald’s and Minecraft work on making an impact on both gaming and fast-food culture.
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