For the last few years, the success of our marketing has come from a strategy where we lean into the fans of McDonald’s and their true love for the brand… letting their thoughts, feelings, and relationship with us drive what we do by speaking with them (fan-to-fan) instead of at them (brand-to-fan). We call those “fan truths.”
Our fans are the driving force behind our brand. We share the pen with them on every campaign, allowing them to co-author our content. We give them the tools to see themselves in the work and create everything from memes, to fan art, to TikTok videos, to merch. Their active participation is what ensures that our work genuinely reflects their interests and lives, rather than feeling like a contrived marketing effort.
By listening closely to our fans, we were able to see the undeniable magic that McDonald’s collectibles hold around the globe. Think McD’s TY beanie babies, and McNugget buddies. Young adults flock to TikTok, Instagram, Reddit and more to share their stories and memories that come with the McDonald’s keepsakes they’ve held onto for years. We heard stories about McDonald’s Shrek cups that saved a terrible day, grudges against a brother who stole a McDonald’s tamagotchi a decade ago.
We realized that McDonald’s collectibles are the key to unlocking nostalgic joy that our fans are searching for. With a treasure trove of iconic keepsakes, rich in emotion and meaning, we want to give fans a taste of the past with a fresh spin on the classic collectibles they know and love.
