Challenge
How do you transform a movie promotion into a real-world destination experience that drives consumers into physical restaurant locations?
CLIENTMcDonald's
McDonald's Minecraft Location-Based AR Campaign
A location-based augmented reality experience created for McDonald's and Minecraft, allowing visitors to build and explore Minecraft content in the real world around selected restaurant locations.
Strategic Snapshot
Solution
Mixed.Place created a location-based augmented reality experience that allowed visitors to build and interact with Minecraft content in the physical world around selected McDonald's restaurants, turning the restaurant visit into part of the game experience.
Results
Created a scalable location-based activation model combining entertainment, physical foot traffic, immersive engagement, and future loyalty-driven purchase opportunities.
Experience Highlights
Overview
To support the launch of the Minecraft movie partnership, McDonald's sought a way to extend the campaign beyond packaging, collectibles, and traditional advertising into a memorable real-world experience.
Mixed.Place developed a location-based augmented reality activation that enabled visitors to create and experience Minecraft content directly within their physical surroundings.
The experience was available only near selected McDonald's restaurants, encouraging consumers to visit participating locations and interact with the Minecraft universe in an entirely new way.
Using their smartphones, visitors could place Minecraft-inspired content into the real world, transforming everyday environments into immersive digital playgrounds connected to the movie launch.
The concept demonstrated how global entertainment properties can be extended beyond screens and into physical locations, creating stronger engagement, increased foot traffic, and new opportunities for future loyalty and purchase-driven experiences.