Fortnite players offered chance to jump into nostalgic McDonaldland universe after 20 year hiatus

McDonald’s latest meal pays homage to the fast food giant’s fictional fantasy world known as McDonaldland.

The magic kingdom filled with apple pie trees and hamburger patches, and home to characters like Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese and the Fry Friends, was first introduced in commercials in the early 1970s.

“For the first time in decades, we are taking fans on a trip to McDonaldland with an immersive experience that taps into the past to create the future,” says Jennifer “JJ” Healan, the company’s US Marketing, Brand, Content and Culture. “It’s a chance for us to give fans a new, modern way to experience this magical world.”

US customers can take a trip down memory lane with the McDonaldland meal at participating restaurants starting this week, for a limited time. And Fornite fans can also get involved.

In a LinkedIn post, Ashley Lewis, Managing Director at Metavision, said: “Reimagined for a new generation, the multi-channel campaign spans TV, experiential, gaming, AR, VR, the McDonald's app and in-store; heroing a limited time McDonaldland meal and shake in the US.”

He added: “On Fortnite, we're giving players a chance to jump into the McDonaldland universe themselves, with action packed mini games alongside fan favourite characters like Ronald, Grimace, Birdie and Mayor McCheese. Expect nostalgia and a playground built for your inner child.”

“Massive thanks to McDonald's, Fandom and Wieden + Kennedy for the opportunity to partner on this awesome campaign. And a huge shout out to 3D Lab for the mouth watering build and Moisty Media for the kickass trailer, art and custom characters.”

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.