Bringing one of the biggest kid brands into the digital age
With the youth media and entertainment landscape in a constant state of change, and play patterns evolving with new technologies, branding and customer loyalty experiences must be adapted accordingly. McDonald’s Europe undertook the challenge of reinventing the traditional Happy Meal experience for today’s tech-savvy, rewards-oriented youth audience.
In this online theme park, supported by 360 media promotions, kids can create their own avatars to play with the licensed characters they receive in their physical Happy Meals. Happy Studio also represents the first time licensed characters from so many entertainment properties have come together in a single experience with a brand.