MéquiCraft
In 2019, McDonlad’s launched it’s 1000th restaurant in Brazil. Nothing like other McDonald’s buildings, Méqui1000 is in a classic vintage mansion, sorrounded by big business buldings at Av. Paulista, the most iconic avenue in the country. And because of that, it became not just a restaurant, but also a touristic spot.
As part of the launching campaign, we wanted to target Gen Z gamer customers using one of their most flamboyant assets: the building itself.
And what better way to bring together gamers and buildings than Minecraft?
Advertising the new restaurant and the delivery service at the same time, we developed a new limited edition Minecraft map, rebuilding not only Méqui1000, but the whole Paulista Avenue, brick by brick, and created the first operational restaurant that really works in a game.
Order online, enjoy offline ;)
Agency: DPZ&T
CCO: Rafael Urenha
ECD: Carlos Schleder, Rafael Ziggy
CD: Raphael Quatrocci
Content Supervisor: Thaís Lapastini
AD: Bernardo Silveira, Júlia Azevedo, Gustavo Moura
CW: Marcelo Carvalho, Rebeca Ávila, Fred Sekkel
Three of the most hyped Brazilian Minecraft gamers - @AuthenticGames, @Spok and @S0ldierBr - streamed their tour at the restaurant and shared with their fans the experience of ordering their meals inside the game. The map with the Méqui 1000 building was shared at the end of the live so everyone could stop by McDonald’s inside the game and receive their orders at home. Check out the broadcast highlights:
Whenever you have free 1:30 hours, you can check the full broadcast here.
Take a tour:
