In a changing world, McDonald’s faced an uphill struggle to maintain its ubiquity and relevance to younger generations. With gaming identified as a cultural touchstone, a partnership with the new Minecraft movie offered potential to reconnect and re-engage Gen-Z and Gen-A. But only if that partnership delivered something special. If it merely followed the expected playbook, throwing money at the franchise in return for corporate branding opportunities, this had huge potential to backfire, reinforcing ‘not-for-me’ perceptions. So we created Yours to Build. It was much more than a ‘sponsorship deal.’ It was, instead, a merging of two worlds, unlocking both in-game experiences and real-world play. We physically ‘blockified’ restaurant meals. We mashed together McDonald’s and Minecraft characters. And we provided collectibles that unlocked in-game experiences. Our ambition was to create the world’s most playable meal. Behavioral impact: Minecraft fans of all ages flooded McDonald’s to try the meal. Spawned viral trends, like unboxing ceremonies, customizing Happy Meal toys, etc. Collectibles sold out far ahead of schedule Comms impact: 39.8 M impressions across Instagram, X, and Tiktok. 40,000 videos created on TikTok tagged #minecraft and #mcdonalds, plus thousands of other videos of people participating in social trends around the meal. For Warner Bros., our campaign helped drive a massive increase in box-office ticket sales prior to movie-launch. This wasn't just a movie partnership. It was, instead, a big, buildable moment for both McDonald's and Minecraft fans. With 39.8M impressions, unprecedented fan engagement and record-breaking incremental global revenue, it became McDonald’s most successful promotion ever to date (Q2 2025).