Gold

McDonald’s "Happy Meal"
OMDi London

The iconic McDonald’s kids’ Happy Meal was starting to look a bit glum. The all-important accompanying toy had lost its incentive and fun factor for today’s digital native kids. Plus, stringent European regulations, now meant that advertising to children was more challenging than ever!

The solution was the Happy Studio, an imaginative, interactive and educational website that included a role for parents, too. This new McDonald’s online world was free to all, and both kids and their parents were critical to the success of the project. Children across Europe were made aware of the launch through TV, and were also driven to Happy Studio through gaming and entertainment sites. Adults were kept abreast via an engagement program designed to reinforce the safety features, as well as the educational and fun benefits for their family.

The effect of Happy Studio’s launch on McDonald’s business was immediate. Not only did Happy Meal sales increase during the launch period, but kids loved the site with 82% planning to revisit. Their parents gave Happy Studio a top ranking and admitted the site earned their trust.