Akcelo has launched of its latest work with McDonald’s Australia, bringing the KPop Demon Hunters campaign to life through an immersive drive thru experience, as part of a broader integrated campaign.
Akcelo has transformed a familiar Macca’s touchpoint into a must-try fan experience, inviting people to step into the world of KPop Demon Hunters on the eve of the campaign’s national launch.
Fans pick a lane to pick a side, before placing their order beneath the Honmoon. As they move through the experience, they will encounter a series of visual moments. These will include a HUNTR/X plane wall with character windows, surprise appearances from fan-favourite heroes, and a special cameo from Derpy the tiger.
Amanda Nakad senior marketing director at McDonald’s said: “Bringing KPop Demon Hunters to life through our iconic Drive Thru has been incredibly exciting for us. It taps into a real cultural moment, inviting fans to quite literally drive into the world of the franchise and experience Macca’s and their fandom in a way that’s never been done before.”
The campaign sees characters go head-to-head in a playful fight for fans’ attention and loyalty, with two limited-edition meals designed for adult fans. The first is the HUNTR/X Meal, featuring 10-piece Chicken McNuggets, fries, a drink and two new Demon sauces, alongside collectible character cards. The second is the Saja Boys Breakfast Meal, complete with a Spicy Saja McMuffin, hashbrown, soda and its own collectible cards. Fans can also try the limited-edition Derpy McFlurry, topped with boba pearls and brown sugar sauce.
Aden Hepburn CEO at Akcelo said: “Kpop Demon Hunters is an unstoppable cultural phenomenon. So many fans within Akcelo have loved the opportunity to craft this unique ‘Battle For the Fans’ launch moment for Australia and we can’t wait for everyone to experience it.”
McDonald’s “Battle for the Fans” launches on April 1st in the US and Australia across TV, radio, out-of-home, social and in restaurants.
Credits
McDonald’s Australia
Senior marketing director – Amanda Nakad
Senior brand manager – Maxine Netrayana
Brand manager – Taylor Nolan
Akcelo
Global executive creative director – Louise McQuat
Creative partner – Oskar Westerdal
Creative team – Brandon Piggott & Robert Gordon
Client partner – Gabriel Montalban
Business lead – Hugh Fletcher
Event production – Britt King, Bethan Tolmaer & Taylor Hyslop
Content production – Mark Summerville & Anna Sajo
Activation design – Mori Reyes, Lee Stephens & Jose Rodriguez
Campaign design – Paul Critchley, Dan Martin & Matt Karam
Motion design – Mike Ashburner & Sam Gaiani
Restaurant dxperience – David Bourke, Kent Burgess & April Tunstall
Chief strategy officer – Dave Di Veroli
Chief executive officer – Aden Hepburn
