Introduction
Client & Challenge (The Why)
McDonald’s wanted more than just a bite. They wanted buzz
To launch its new Korean Burger Range, McDonald’s wasn’t looking for a typical promo, they aimed to ignite curiosity the moment customers walked into the store. The challenge was to capture the crunch, the boldness, and the Korean flavour drama of the new lineup in a way that felt fresh, fun, and immersive.
The goal? Turn a passive visit into an active adventure and reward engagement with instant gratification.
Campaign overview
The Solution (The What)
We created a WebAR game that turned the product launch into an immersive, gamified experience. Customers explored their surroundings to discover hidden K-inspired digital elements, each amplifying the sensory joy of the crunch. No app needed, just scan, play, and win instant vouchers.
Key Features:
Gamified AR mystery hunt with Korean design motifs
Instant digital rewards like vouchers to drive trial
No app needed, just scan and play via mobile browser
Platform/Touchpoints:
QR codes placed in-store
Mobile-first WebAR (frictionless, app-free access
Key elements