Avatar: Pandora Quest - Case Study
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McDonald’s partnered with Avatar’s makers to create its largest-ever adult-targeted international movie activation and its first augmented-reality platform called “Pandora Quest“.
Big Macs came with an Avatar Thrill Card that gave them access to interactive online experiences and an augmented-reality game called McDVision.
“Pandora Quest” gamers located hidden objects within three of the movie’s visually stunning environments, with repeat Big Mac purchases required to access higher playing levels. POP and packaging drove consumers online.
The site drew nearly 300,000 visitors, who played for an average of 10 minutes - the chain’s most effective digital engagement with adults to date. Big Mac sales jumped 18 percent over the previous December (exceeding goals in two of the program’s three weeks).
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