McDonaldland VR

For decades, McDonaldland lived in commercials, packaging, and imagination — a whimsical world where Ronald McDonald and friends inspired joy. But for today’s Gen Z, McDonaldland was merely a story their parents told.
To bridge generations and reignite brand love, McDonald’s launched McDonaldland VR — inviting fans to step inside McDonaldland for the very first time — alongside the McDonaldland Meal, a limited-time offering that reimagines nostalgia for today’s digital age.
The challenge was to reconnect Millennials who grew up with McDonaldland while introducing its magic to digital-native youth in a way that felt culturally relevant and technologically forward. Insights revealed two universal truths: Millennials are driven by nostalgia and rediscovery, while Gen Z expresses identity through play and participation in virtual spaces.
By uniting these insights, McDonaldland VR became a bridge between generations — where retro memories meet new emerging and immersive media.
Inside McDonaldland VR, fans can explore iconic zones like the Apple Pie Tree Forest, Hamburger Patch, and Filet-O-Fish Lake, meet Ronald, Grimace, Hamburglar, Birdie, and Mayor McCheese, play mini-games like the Mt. McDonaldland Shake Challenge and Golden Arches Obstacle Course, collect Easter eggs, and unlock limited in-game wearables such as the Mayor McCheese Hat and Burger Buddy Backpack. The experience is available through Meta Horizon Worlds and Web VR, accessible to anyone, anywhere.
The launch was supported by an integrated paid media, PR, and influencer effort, creating massive social buzz and turning McDonaldland VR into a viral moment. Influencers and fans shared their in-world adventures, while media outlets like TrendHunter and Pop Insider spotlighted the innovation.
The campaign generated 22.8 million impressions and over $1.8 million in earned PR value, transforming nostalgia into a living, playable world and positioning McDonald’s as a trailblazer in immersive brand storytelling.
McDonaldland VR proved that marketing today isn’t just about telling stories — it’s about inviting people to step inside them, blending creativity, technology, and emotion to connect generations.