McDdonaldLand - Campagin Design 2025

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2025 年夏季，麦当劳以经典品牌世界观 McDonaldLand 为基础，在全国展开「我去麦麦岛啦」大型主题营销活动。全国超过 7100 家餐厅同步切换“度假模式”，并通过 13 城旗舰店、52 家小福主题餐厅、限定产品、角色装置及系列旅行周边及城市限定内容，将熟悉的麦当劳品牌IP重新带回大众视野。项目以“夏日旅行”为核心叙事，将餐饮、社交与城市探索融入统一的麦麦岛体验，在唤起消费者童年记忆与品牌情感的同时，以更年轻、轻松和具有参与感的方式重新构建麦当劳的品牌场景；除了餐厅端，麦当劳还把这套世界观向城市生活继续延伸：与中国邮政合作推出纪念邮册及城市明信片，与万豪旅享家在 14 个城市打造主题客房，并与滴滴在 13 个旗舰店所在城市推出主题车辆，使“麦麦岛”从餐厅内部扩展到住宿、出行和城市探索等多个触点。

In the summer of 2025, McDonald’s launched the nationwide “I’m Off to McDonaldLand” campaign, built around the brand’s classic McDonaldLand universe. More than 7,100 restaurants across China simultaneously shifted into “vacation mode,” supported by 13 flagship stores, 52 Grimace-themed restaurants, limited-edition products, character installations, travel-inspired merchandise, and city-specific content. By bringing familiar McDonald’s IP back into the public eye, the campaign used “summer travel” as its central narrative, combining dining, social interaction, and urban exploration into a unified McDonaldLand experience. While evoking childhood memories and emotional connections with the brand, it also reimagined McDonald’s brand experience in a younger, more relaxed, and participatory way.

Beyond the restaurant environment, McDonald’s extended the McDonaldLand universe into the wider city experience. In collaboration with China Post, the brand launched commemorative stamp booklets and city postcards; with Marriott Bonvoy, it created themed hotel rooms across 14 cities; and with DiDi, it introduced themed vehicles in the 13 cities hosting flagship stores. Through these collaborations, McDonaldLand expanded from the restaurant into multiple lifestyle touchpoints, including accommodation, transportation, and urban exploration.

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