This is the story of how McDonald's, an iconic brand nearly 70 years old, broke from tradition to embrace its anime alter ego, WcDonald’s. The fan-to-fan strategy, taps into subcultures our fans care about and their fandom for the McDonald’s brand. WcDonald’s was the next iteration – reimagining McDonald’s by creating a fully immersive anime world across multiple touchpoints. From packaging and store design to manga on bags and anime spots, every element invited fans to explore and share their fandom. This world-building experience encouraged young adults to visit McDonald’s, offering them an escape into the anime universe.