McDonald’s Collaborates with Doodles to Launch NFT-inspired McCafé Cups
Fast-food giant McDonald’s is embarking on a surprising collaboration with Doodles, a multimedia franchise born from the world of NFTs. Starting November 18, American customers will be able to discover McCafé cups adorned with designs inspired by the colorful universe of Doodles, as confirmed by the two partners in recent X publications. This initiative marks McDonald’s bold foray into the web3 world while leveraging the image of an innovative cultural player.
GM Spread Joy: Rethinking the Customer Experience
Titled ‘GM Spread Joy,’ the campaign deploys a unique concept that combines collection and digital technology. The collectible cups go beyond their aesthetic aspect: they serve as a gateway to digital rewards. Through the McDonald’s app, customers will have access to interactive experiences, such as virtual unpacking of packs reminiscent of trading cards. This concept aims to be playful and participatory, targeting a young and digital-savvy audience.
On social media, the campaign extends to the #GMSpreadJoy challenges, inviting TikTok and Instagram users to share their enthusiasm and spread the message.
Doodles represents a change agent in the cultural landscape, well beyond digital assets. Their bold community is exactly what we want to reach and share with more people across the United States.
Tariq Hassan, Chief Marketing Officer of McDonald’s
Doodles: From Blockchain to Pop Culture
Since its creation in October 2021 on OpenSea, the NFT collection Doodles has captured the attention of web3 enthusiasts and investors, quickly becoming a success. The project reached new heights in September 2022 by transforming into a multimedia franchise and achieving an impressive valuation of $704 million after a fundraising round. In 2023, Doodles reinvented itself with the ambition to establish itself as an entertainment brand, a strategic turning point supported by collaborations with icons such as Arizona Iced Tea, Adidas, and Crocs.
The partnership with McDonald’s is just the latest example of a continuous diversification strategy. Doodles has attracted investors with merchandise and animated works, including the film ‘Dullsville and the Doodleverse,’ released on September 13 and enriched with contributions from artists such as Lil Wayne and Pharrell Williams, who has become the brand’s director.
Renewed Recognition Thanks to McDonald’s
On November 12, McDonald’s posted an enigmatic animation on its X account. For those in the know, the nod to Doodles was evident and immediately led to a surge in NFT sales.
For McDonald’s, partnering with a project like Doodles represents another step towards modernizing its image and engaging with an audience craving digital and immersive innovations.
