McDonaldland is back and more immersive than ever with new microsite and customer experience from tms
McDonaldland is back – and more immersive than ever.
From August 12 through September 7, every McDonald’s restaurant across the US will transform into McDonaldland, reviving the beloved world of Ronald McDonald and friends while introducing the new “Mt. McDonaldland” Shake, inspired by the thick shake volcanoes on Grimace Island.
Rooted in nostalgia from the ‘70s and ‘80s, tms designed the campaign to captivate both longtime fans and a new generation of guests, playing a pivotal role in shaping the overall customer experience.
Bringing McDonaldland back after two decades was more than a nostalgia play – it was about reimagining a beloved world for today’s guests. From sourcing quality collectibles to developing a robust microsite, we crafted a campaign that transforms every visit into an adventure.
tms led the development of McDonaldland.com, a microsite allowing fans to immerse themselves in McDonaldland, available on both mobile and desktop and open to everyone regardless of purchase. Visitors are welcomed into the world of McDonaldland, where they can explore the interactive map, read character bios, learn about the different regions, and visit The Souvenir Shop.
There are two ways to buy exclusive merchandise for this promotion – both through the tms–managed Golden Arches Unlimited souvenir shop on McDonaldland’s microsite or via Pacsun retailers. The “McDonaldland Souvenir Shop Collection” on the microsite features 11 exclusive items, including Grimace Island T-shirts, Apple Pie Orchard air fresheners, and the iconic trucker hat sported by Ronald McDonald himself. Working closely with McDonald’s social media team, we also launched the McDonald’s Instagram shop – making this a major brand first in GAU’s six-year history.
The McDonaldland Meal itself comes with one of six collectible souvenir tins, each featuring two themed postcards, five character-themed travel stickers, along with an insert including a unique 12-digit code that unlocks a 10% discount on Booking.com, a partnership that was managed by tms to extend the travel theme beyond the restaurant and into the real world.
The collectible tins celebrate six iconic McDonaldland characters – Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese, and the Fry Friends.
These characters are also featured prominently in the campaign’s themed food packaging, which includes carryout bags with crossword puzzles, Quarter Pounder® with Cheese and 10-pc McNuggets® clamshells, and Mt. McDonaldland Shake cups adorned with McDonaldland visuals – all designed by tms’ embedded packaging agency, Boxer Brand Design.
tms brought the promotion to life in-person through a nostalgic retail experience, featuring the character tins throughout the full retail kit to showcase the different souvenir possibilities. We also shot the food photography to spotlight the craveability of the McDonaldland Meal and the vibrant Mt. McDonaldland Shake. A photo booth around the US lets fans snap pictures with Birdie and Ronald and includes a QR code linking to a McDonaldland Snapchat AR experience for deeper engagement.
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