McDonald's

Calling All Heroes

Recruiting superheroes across the country. The Avengers are here to win. Are you?

Experiential

To amplify the already anticipated release of Avengers: Endgame, Thinkingbox, We Are Unlimited, and Marvel teamed up to take over two flagship McDonald’s locations in New York and Chicago and transformed them into Avengers recruitment centers. We wanted kids to connect with their favorite superheroes in a tactile and memorable way. 

We designed a holographic hype box displaying several Happy Meal toys. By interacting with the hot spots, kids were able to learn more about their favorite characters and interact with UI elements that projected a holographic illusion, in true Stark fashion.

We designed 80-foot larger than life vinyl prints of the heroic Avengers to cover the windows and
drive-thru to completely transform the iconic restaurants. The vinyl was detailed with metallic
design elements and customized CTAs giving an authentic Avengers HQ look and feel. This
McDonald's takeover took place at two locations, New York City and Chicago, where thousands of
fans passed by every day as excitement for the record breaking film continued to build.

McDonald's Avengers Recruitment Center ~ Activation

McDonald's wanted kids to connect with their favorite Marvel superheroes in a memorable way, so we turned a Happy Meal toy showcase into a top secret, futuristic interface fit for a S.H.I.E.L.D. agent. We displayed the heroic toy lineup within a custom-designed holographic hype box overlayed with a state-of-the-art transparent touchscreen. 

We executed the interface with meticulous detail and slick motion, giving it the high polish audiences have come to expect from the Marvel Cinematic Universe. Visitors tapped the screen to explore the range of collectible heroes and bring up details and information on their favorites.

The hype was real in New York City and Chicago, where thousands of fans passed through every day, and excitement for the record-breaking film, and the collectible toys, built to blockbuster proportions.

Calling All Heroes

Enter the Marvel Universe

Select a superhero

Outcome

Credits