McDonald’s, renowned for its effective marketing, recognized a unique opportunity in the rising influence of anime culture. Originating from its subtle appearances in anime since 1997, the brand sought out to deepen its connection with Gen Z and multicultural youth by embracing this global phenomenon. By integrating anime elements into its marketing and customer experience, including real-world events, McDonald’s can become synonymous with positive moments and establish itself as a beloved choice for people worldwide. With the launch of the New Savory Chili WcDonald’s Sauce, McDonald’s needed to further engage with these demographics by hosting exclusive events centered around the sauce, leveraging the communal aspect of food in anime. By doing this, McDonald’s not only aims to drive business but also to authentically connect with Gen Z, elevate its brand in pop culture, and fulfill what anime fans truly desire–to be an integral part of their beloved anime worlds.

The core principle of this brand-first campaign was immersive realism, promising a complete 360-degree experience. Our dedication to the anime community led us to craft an unforgettable dining experience centered around the symbolic significance of “The Dining Table''–a cherished motif of shared stories and connections over food, often depicted in anime. From the characters, manga-inspired packaging and a New Savory Chili WcDonald’s Sauce flavor, every detail was thoughtfully designed to immerse fans into the WcDonald’s universe. The WcDonald’s Immersive Dining Experience took guests on a multisensory journey through four acts, inspired by the campaign’s episodic shorts created by our lineup of partner Japanese storytellers and creators. Each act was paired with different menu items, serving as the catalyst for each episode’s culinary adventure, making our food the hero while celebrating the essence of anime fandom and creating authentic connections at the heart of the dining table.

Facing the challenge of impacting mainstream culture while staying true to anime fandom, we crafted a multidimensional McDonald's experience transporting fans into the heart of an anime. "Make Your Escape a Reality" became our rallying cry”–guiding us on a mission to immerse fans in the anime-inspired world of WcDonald’s. Every touchpoint was intentionally designed putting the fans at the center of the experience by incorporating gamification elements to drive continuous engagement.

Renowned as the anime mecca of the US, we strategically selected Los Angeles to host the experience, honing in on the city’s prime intersection in West Hollywood to magnify our presence. To broaden our audience, we partnered with OpenTable, enhancing the reservation process and lending credibility to our one-of-a-kind dining experience. Positioned as the nexus of entertainment, we seamlessly integrated brand enthusiasts, foodies, and the anime community into this captivating experience, heightening our visibility and expanding our impact.

To tell a 360-story the experience was first announced in the official WcDonald’s campaign press release. Shortly after on February 28, we launched the reservation page exclusively on OpenTable, setting the stage for the hottest reservation in town on March 9+10.

Over the weekend we hosted 20, 1-hour immersive seatings, accommodating 60 guests each, running from 11am-8pm daily. Inspired by the isekai anime subgenre, each showing transported fans into WcDonald's with a multisensory dining experience utilizing 360-degree projection mapping, gamified tabletop projections and 4D sound all inspired by the four original episodic shorts paired alongside a set menu of WcDonald's items anchored by the New Savory Chili Sauce.

Leading up, we granted early access to select media and influencers to bolster conversation. Simultaneously, we hosted a Mas Sabor activation tailored for the Hispanic anime community, featuring an intimate performance by anime enthusiast Young Miko, who debuted her new single ‘Curita.’

On announcement day–reservations sold out in less than 30 minutes–setting the stage for a weekend of success. Over 1,200 fans, media, and special guests attended the activation week, where 1,800 meals were served and 2,100 coupons were distributed driving traffic back to local restaurants.

For those unable to engage in the full experience, we teamed up with Sprite to create an interactive vending machine that lived outside in what we coined as the “walk-thru” experience ensuring everyone had an opportunity to be a part of the event. We distributed over 2,000 exclusive WcDonald’s giveaways and Sprite cans.

Usher and manga-artist Acky Bright added star power, as they enjoyed the immersive dining experience amongst fans.

Over 90% of attendees rated the experience 5/5. With over 300 media placements we garnered 4 BILLION impressions, gaining widespread coverage for the campaign–cementing WcDonald’s as a cultural icon.