Moa Nuggets from Halo and Blamco Mac & Cheese from Fallout 76 had for years been part of a world confined to the screen. McDonald’s has now turned them into real food and built the new phase of the Side Missions platform around that switch between the virtual and physical worlds.
In partnership with Xbox and agency Leo UK, the brand has brought together six gaming franchises, Halo: Campaign Evolved, Fallout 76, Forza Horizon 6, Overwatch, World of Warcraft and Candy Crush, in a campaign that stretches from a limited-time restaurant offering to content within the games themselves.
At the centre of the story is the Side Missions Menu. The idea deliberately reverses the long-standing relationship between gaming and the brand: instead of players bringing McDonald’s into virtual worlds, this time the virtual worlds are coming to McDonald’s.
The campaign began before the menu arrived in restaurants. From 11 August, Xbox and the channels of the participating games published teasers in which the Golden Arches were adapted to the visual language of each individual title. Gaming creators further built interest with content that appeared to reveal the collaboration early, before gaining access on 19 August to a special tasting event featuring themed zones, details from the games and hidden references designed for fans.
The hero film turns that idea into a literal escape from the main mission. Two Marines from Halo: Campaign Evolved abandon their task to go to McDonald’s, where they encounter characters from the other participating games who have done the same. The film is running across television, digital channels and social media, alongside shorter versions adapted to individual formats.
The rest of the campaign continues to build on the idea that a trip to McDonald’s can become a “side mission” of its own. Cosplayers and creators try the products and look for details, while TikTok content invites fans to create their own Side Missions, and the collaboration on YouTube connects McDonald’s with Xbox channels and those of individual gaming titles.
The same logic extends into physical spaces. Outdoor advertising and in-restaurant communication use elements taken from the games, while messages also appear on platforms such as Citymapper, inviting fans to briefly leave their route and go on a “side mission” to McDonald’s.
The partnership does not end with the purchase of food. In the MyMcDonald’s App, users can use reward points to unlock additional content within the participating games, including special animations, boosts, character appearances and a McDonald’s version of Master Chief’s armour in Halo: Campaign Evolved.
