01 / The Lobby
Macca's Lobby at PAX.
A three-day branded lounge on the PAX floor gave fans a place to kick back with their favourite PWR streamers, with Macca's front and centre all weekend long.
Case StudyActivation · PAX · Twitch · Social · Editorial
Macca's brought the McCrispy to PAX.
The McCrispy launched in front of Australia's gamers with the Macca's Lobby at PAX, a three-day activation with Team PWR full of one-vs-one matches, prizes and non-stop content.
The Brief
Launch the McCrispy in front of Australia's gamers.
Macca's next big thing, the new McCrispy burger, needed a launch that landed with gamers. You Know Gaming linked McDonald's Australia with esports juggernauts Team PWR at PAX, the biggest gaming convention in the country, and built the Macca's Lobby: a place for fans to hang out, play and get their hands on the new burger.
After years of seeing Macca's in the gaming scene online, a physical activation let fans experience in person that Macca's is the brand for gamers in Australia.
Results
Reach
2.58M
ROI
1.95x
Views
6.4M
What we did
The Macca's Lobby at PAX, a three-day Team PWR activation of one-vs-one matches, prizes and non-stop content.
02 / Play
One-vs-one with PWR.
Fans went head to head with Team PWR creators in one-vs-one matches across three carefully approved game titles, tied to key Macca's concepts.
03 / Merch
The bucket hat drop.
Macca's x PWR bucket hats, tote bags and Team PWR jerseys were the hot commodity of the event, with fans flocking from everywhere to win a piece.
04 / Talent
The full PWR roster.
The activation featured Team PWR creators including Midbeast and Kitty, and even Lachlan dropped into the lobby to a huge reception from fans.
05 / Amplify
Video and editorial.
Custom talent-led promo videos and a full editorial push across major AU and global gaming sites built the hype before, during and after the weekend.
Full video transcript
To celebrate the launch of the new McCrispy, Maccas teamed up with PWR to debut their next big thing at the biggest stage in gaming, PAX. It was the first trip to PAX for Maccas. And safe to say fans were loving it. To fire up the fans, we started the celebrations with some Maccas sponsored streams, which announced the launch of the new McCrispy and teased the Macca's lobby at PAX.
A week later, fans were queued up to get into the lobby and play with their favorite power streamers. We even had some surprise drop ins who added to the hype. For three massive days, the Macca's lobby was overflowing with PAX goers who came to meet their favorite PWR Team members. We played some intense one v ones, took photos, even Lachlan himself dropped in for some autographs.
Thanks to launch of the new McCrispy, fans were able to grab awesome limited edition merch, including power jerseys, custom collab bucket hats, and tote bags. Maccas came in clutch and shouted McCrispy's for the fans, giving gamers a chance to join power on a Macca's run and hang out with the team, including yours truly.
The Macca's lobby was a huge hit and was absolutely buzzing for the entire weekend. It's safe to say the McCrispy has well and truly arrived on gaming's biggest stage. The Macca's lobby with power. I'm loving it.
About this campaign
Everything you need to know.
What is the McDonald's McCrispy at PAX campaign?
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The McDonald's McCrispy at PAX campaign launched the new McCrispy burger to gamers through the Macca's Lobby, a three-day activation at PAX Australia with Team PWR, delivered by You Know Gaming. It combined an on-floor lounge, one-vs-one matches, prizes and content amplification.
Who were the talent in the McDonald's McCrispy PAX campaign?
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The activation featured Team PWR creators including Midbeast and Kitty, with Lachlan making a surprise appearance in the Macca's Lobby to a huge reception from fans.
What results did the campaign deliver?
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The campaign delivered 2.58 million total Australian reach, a 1.95x return on investment and 6.4 million views across the PAX floor, Team PWR streams, social and editorial coverage.
What did You Know Gaming do for the campaign?
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You Know Gaming connected McDonald's Australia with Team PWR, built and ran the Macca's Lobby at PAX, brokered the game-title approvals with publishers, produced the talent-led promo content and delivered the editorial and social amplification.
What platforms did the campaign run on?
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A physical activation at PAX Australia, Team PWR live streams on Twitch, social amplification across talent channels, and editorial features across major Australian and global gaming sites.
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.
