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

The McDonald’s “A Minecraft Movie Meal” Snack Box Takeover redefined what direct engagement can look like. Instead of sending mailers, Admerasia partnered with Yami, the leading Asian snack-delivery platform, to transform their existing shipping boxes into branded McDonald’s x Minecraft Meal packages.



Each Yami delivery during the campaign arrived in a limited-edition Minecraft-themed box featuring McDonald’s branding. Inside, a scannable QR postcard invited fans to unlock an AR experience where they could capture and share their snacking moments with McDonald’s characters.



This approach transformed Yami’s delivery network into an unexpected media channel. Every package delivered to a customer’s home became a touchpoint connecting fandom, lifestyle, and brand storytelling. What would have been an ordinary snack shipment became a branded cultural moment.



By embedding McDonald’s message directly into a ritual beloved by Asian American gamers, snacking while playing, the campaign turned delivery boxes into media inventory. The result was a direct-to-door experience that merged packaging, technology, and cultural insight, allowing McDonald’s to meet its fans at home, in their own language and habits.



The Snack Box Takeover proved that direct marketing does not have to arrive in a mailbox. It can arrive on a doorstep, wrapped in culture, ready to be unboxed, shared, and remembered.