Gen Z is the most desired target audience for brands, including McDonald’s. However, traditional ads fail to engage digital natives. Undeniable, GAMING serves as the universal language for Gen Z, reflecting their shared passion. McDonald’s must engage with gaming, and our optimal approach, McDonald’s Delivery Service (MDS), perfectly aligns with gamers’ needs. The campaign aims to strengthen McDonald’s connection with the gaming community through MDS.
Meeting brand needs alone doesn’t convince Gen Z, we also identified their gaming-related pain points. Although esports festivals are enjoyable, they lack suitable food and beverages, failing to create a gamer-friendly environment like cybercafes. McDonald’s offers a mutually beneficial solution, using our comfort foods and the warm McDonald’s Delivery Service to transform the festival venue into “The Largest Cybercafe in the World.” This strategy enhances comfort and addresses the specific needs of gamers, creating a unique and appealing experience.
