We created a global first partnership between McDonald's and Blizzard to put Overwatch 2 in Macca's stores with co-branded meals and a limited-edition in-game skin, for what became the biggest multi-channel gaming campaign in ANZ history, timed around the game's global launch.
In October 2022 You Know Gaming helped McDonald's and Blizzard create a real moment in gaming, putting Overwatch 2 in Macca's with custom meals and a limited-edition in-game skin reward. Built in just three months and timed to the global launch of Overwatch 2, it set a new benchmark for how brands integrate in gaming.
This was the first campaign of its kind in the market. Co-branded meals, a high-value in-game skin and exclusive access to gaming audiences drove a value proposition gamers could not pass up, with over 70,000 meals sold in 10 days and 500,000 skin codes.
The biggest multi-channel gaming campaign in ANZ history, from co-branded meals and an exclusive in-game skin to talent, in-game media and esports broadcast.
Timed to the global launch of Overwatch 2, we created an Overwatch 2 meal and a suite of combined McDonald's and Overwatch 2 assets that lived across digital, store, in-app, social, owned and in-game channels. Everywhere gamers were, McDonald's and Overwatch 2 were with them.
To reward McDonald's customers, we secured an exclusive skin that unlocked in game when anyone bought the Overwatch 2 meal. Built within the McDonald's ordering ecosystem, we delivered 500,000 skins, putting McDonald's in the biggest game launch of the year.
Building on Macca's relationship with The Chiefs, we ran a Chiefs Overwatch 2 house party, a day of live streams across Twitch, Facebook, Instagram and X unlocking and playing with the skin in a fun celebration of Macca's.
The biggest Overwatch streamers in Australia, Loserfruit, Bazza Gazza, Crayator, Oasisonoverwatch, Taylor Morgan and Muselk, drove hype and showed fans how to order the meals through the MyMacca's App and use the skin in game.
High-impact media, in-game ads and integration into the Overwatch 2 Contenders broadcast made ordering a Macca's OW2 meal one click away wherever gamers played, watched or read.
