McDonald’s “A Minecraft Movie Meal”: Snack Box Takeover

To celebrate The Minecraft Movie, McDonald’s and Admerasia created a first-of-its-kind snack-delivery takeover in partnership with Yami, the Asian snack-delivery platform loved by young gamers. The collaboration transformed Yami’s everyday delivery boxes into co-branded “A Minecraft Movie Meal” Snack Boxes, designed to connect McDonald’s with Asian American Gen Z gamers in a way that felt natural and culturally fluent.



Each limited-edition box featured McDonald’s and Minecraft branding along with a scannable QR postcard that unlocked an augmented-reality experience. Fans could capture and share their snacking moments with McDonald’s and Minecraft characters, turning the simple act of unboxing into a participatory storytelling moment.



The campaign extended across every stage of the consumer journey. Yami’s homepage and app banners built anticipation during ordering moments, while the co-branded boxes created a physical, shareable experience upon delivery. By combining packaging, digital media, and AR technology, the Snack Box Takeover blurred the line between media and commerce.



More than 100,000 boxes reached households nationwide, supported by Yami’s native digital placements that generated over 6 million impressions and a click-through rate 1.9× higher than benchmark.



By transforming a daily behavior into a branded ritual, McDonald’s proved that an integrated idea can live everywhere its fans do — on screens, in homes, and in culture.