01 / Reveal
Announcement hype.
Loserfruit, Vindooly, JeyJeyBink and Winter each dropped a 'look what just arrived' announcement across X and Instagram, heroing the meal and its collectible toys to get fans involved.
Case StudyCreators · Social · TikTok · IG · X · Editorial · Web
Macca's stepped into A Minecraft Movie.
Guided by OMD and brought to life by YKG.
A gaming campaign that took McDonald's into the world of A Minecraft Movie, with four of Australia's biggest creators, TikTok meal showcases, a custom Xbox giveaway site and editorial amplification.
The Brief
Get Aussie gamers into the Minecraft Movie moment.
Macca's teamed up with Warner Bros. to bring the limited-time A Minecraft Movie Meal to Australia, and needed the launch to land with gamers who had waited years for the film. Guided by OMD, You Know Gaming built a talent-led rollout that turned the meal, its six collectibles and in-game Minecraft skins into a moment gamers wanted in on.
Even after the campaign was scaled down mid-flight, the creative approach and the four talent partnerships kept it delivering on fun, conversation and reach.
Results
Reach
1.4M
ROI
2.37x
Views
TBC
What we did
Four of Australia's biggest gaming creators, TikTok meal showcases, a custom Xbox giveaway and editorial amplification.
02 / Showcase
TikTok meal showcase.
The hero content was high-energy unboxing videos on TikTok. Vindooly cracked open the Grimace Egg, Loserfruit brought the Zombie Hamburglar to life, Winter made the Fry Helmet iconic and JeyJeyBink hyped Birdie, each toy's in-game skin shown inside Minecraft.
03 / Squad
#squadgoals collab.
A collage-style Instagram post united all four creators under #squadgoals, tapping into community and making fans want to tag their mates and join the squad.
04 / Site
Custom giveaway site.
YKG built maccasaminecraftmovie.com.au to Macca's brand guidelines, where gamers uploaded a photo of their meal for a chance to win an Xbox Series X. It drew over 8,000 unique visitors and spotlighted the meal, toys, skins and talent.
05 / Editorial
Editorial amplification.
A feature article ran across the Dot Esports network, from Dot Esports to Pro Game Guides, while each creator's showcase video was amplified across the network's Facebook pages to reach the wider gaming community.
About this campaign
Everything you need to know.
What is the Macca's A Minecraft Movie campaign?
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The Macca's A Minecraft Movie campaign was a talent-led gaming activation launching the limited-time A Minecraft Movie Meal in Australia. A partnership between McDonald's and Warner Bros., guided by OMD and delivered by You Know Gaming, it brought together four of Australia's biggest gaming creators, TikTok meal showcases, a custom Xbox Series X giveaway site and editorial amplification.
Who were the talent in Macca's A Minecraft Movie?
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Four Australian gaming creators led the campaign: Loserfruit, Vindooly, JeyJeyBink and Winter. Each revealed the meal, showcased their collectible toy and its in-game Minecraft skin, and joined a collaborative #squadgoals post.
What results did the campaign deliver?
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The campaign delivered a 2.37x return on investment across TikTok, Instagram, X and editorial features on major Australian gaming sites, with the custom giveaway site drawing over 8,000 unique visitors.
What did You Know Gaming do for the campaign?
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You Know Gaming led the gaming creative strategy, secured and briefed the four creators, built the custom maccasaminecraftmovie.com.au giveaway site to Macca's brand guidelines, and ran editorial and video amplification across its gaming media network.
What platforms did the campaign run on?
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TikTok hosted the hero meal showcase videos, with Instagram and X carrying the announcement and #squadgoals posts. A custom campaign site ran the Xbox Series X giveaway, and editorial features ran across the Dot Esports network including Pro Game Guides.
Who is You Know Gaming?
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You Know Gaming is Australia's most experienced gaming media and marketing company, building integrated gaming activations for global brands including McDonald's, LEGO, Netflix and Prime Video across in-game media, creators, community, live experiences and full game partnerships.
