Maccas Summer of Gaming

McDonald's Australia needed to authentically reach the esports and gaming community during Winter and Summer seasons, bridging the gap between a fast food brand and a notoriously ad-skeptic audience that expects creators, not commercials.

HYPR executed three multi-channel campaigns with full end-to-end in-house production: limited edition merchandise and branded products, physical activation management at Australia's only esports compound, and a complete social media takeover of McDonald's Australia accounts across multiple platforms.

Exceeded all campaign goals by threefold across three consecutive campaigns. Generated over 15 million campaign impressions and produced more than 75 branded social posts across brand and partner accounts, including McDonald's official pages.