McDonald’s Taps Into Anime Craze with the WcDonald’s Campaign: A Creative Review by JETA
The anime industry is no longer just a niche market — it’s a global juggernaut, with projections estimating the market will reach USD 60.07 billion by 2030, growing at an impressive CAGR of 9.8%.
This cultural phenomenon has transcended its Japanese roots, capturing the imaginations of audiences from North America to the Middle East. Recognizing this trend, Recognizing this trend, McDonald’s, in collaboration with Wieden + Kennedy NY, launched the anime-inspired WcDonald’s campaign, delivering a series of engaging experiences for fans worldwide.
Incredible Growth of the Global Anime Market
The global anime market is on an unprecedented growth trajectory, driven by several key factors:
Market Expansion
With the proliferation of digital streaming platforms, anime has become more accessible than ever before. North America is poised for rapid growth, with a CAGR of over 16% from 2024 to 2030. Meanwhile, the Asia-Pacific region, led by Japan, continues to dominate, contributing significantly to the global anime footprint.
Key Growth Drivers:
- Internet Distribution: As of 2023, internet distribution accounts for 23.8% of the market’s revenue, making it the go-to channel for anime enthusiasts thanks to its convenience and expansive content offerings.
- Merchandising: The surging demand for anime-related merchandise – ranging from figurines to apparel – is further fueling market growth, transforming anime into a lifestyle brand.
Anime Growth in MENA
The anime market in the Middle East and North Africa (MENA) region is expected to grow at a CAGR of nearly 14%. This growth is fueled by increased digital connectivity, rising disposable incomes among a young population, and a growing fascination with Japanese culture.
Anime conventions and strategic alliances between regional broadcasters and Japanese production houses are further accelerating the prominence of anime across the MENA region.
The WcDonald’s Campaign: A Strategic Case Study
In a bold move to harness the anime wave, McDonald’s launched the WcDonald’s campaign across 30 markets on February 26, 2024.
This campaign brings to life the fictional “WcDonald’s” often featured in anime, creating a rich, multi-sensory experience that deeply resonates with anime fans. What’s included?
Special Sauce and Packaging
- Savory Chili WcDonald’s Sauce: A limited-edition sauce inspired by anime heroes, crafted to pair perfectly with Chicken McNuggets and other menu favorites.
- Manga-Inspired Packaging: Custom packaging designed by renowned Japanese manga artist Acky Bright, featuring WcDonald’s Crew characters and QR codes that unlock weekly digital manga content.
Episodic Anime Shorts
Produced by Studio Pierrot, The shorts explore four major anime subgenres — Action, Romance, Mecha, and Fantasy — each with its own story centered around the WcDonald’s universe. New episodes drop every week, creating anticipation and engaging viewers with captivating storylines.
Immersive Dining Experience
One McDonald’s branch in LA was transformed into a WcDonald’s location, offering a multi-sensory dining event complete with 360-degree projection mapping and immersive tabletop projections inspired by the episodic shorts.
Support for Anime Artists
McDonald’s provided grants and one-on-one mentoring sessions with Acky Bright, the visionary behind the iconic WcDonald’s campaign.
The creator of the entire WcDonald’s manga-inspired universe shared his expertise with 3 selected artists and supported the growth of the anime industry.
Results
The WcDonald’s campaign achieved significant success:
- 8.8% increase in McNugget sales
- 6.3 billion potential viewers
- 29.6 million social media impressions
- 84.4 thousand engagements
The engagement was exceptional, with local anime fan insights integrated into every touchpoint, such as custom GIFs and community management using Japanese phrases and kaomoji.
Looking Ahead — Insights for Future Success
McDonald’s WcDonald’s campaign highlights the vast potential of anime as a mainstream entertainment medium, showcasing how brands can effectively tap into niche cultural trends to create compelling marketing experiences:
- People First
McDonald’s new marketing strategy places audience passions at the center, moving from rational ads to fan-focused campaigns. - One Piece
Aligning with anime was a strategic move for McDonald’s, aiming to connect with a global & passionate young audience by fully immersing itself in the culture: from packaging to social media replies. - Playing Around
WcDonald’s shows how playing with branding elements can boost recognition while engaging creatively with audiences.
What are your thoughts on the intersection of anime culture and brand marketing? How do you see these trends shaping the future of advertising and consumer engagement?
At JETA, as a 360 Creative Marketing Agency, we’re dedicated to creating campaigns that resonate deeply with audiences and drive meaningful impact. We’d love to hear your insights and explore how these innovative strategies can boost brands in today’s dynamic landscape.
Reach out to us at kit@jeta.team to discuss how we can make an impact on your next campaign.
