The Challenge
The monthly active users of the official McDonald’s app in Japan stand at 26 million, meaning that approximately 21% of the population uses the app. At first glance, this may seem like a solid figure. However, McDonald’s Japan faced two major challenges. The first was the low number of registered (identifiable) users—a mere 7.1 million. Most users were not logged in and primarily used the app just for coupons. Very few had registered credit cards or other in-app payment methods, even as McDonald’s sought to further digitize its ORDER & PAY system to improve business efficiency. The second challenge was the launch of its proprietary loyalty program, “My McDonald’s Rewards.” Although slightly delayed compared to global markets, the program was about to roll out in Japan. To support the launch, it was necessary to drive even more user registration of the official app and build a stronger user base. Japan struggles with isolated dining, ranking 133rd out of 142 countries in sharing meals. Instead, their favorite idols keep them company at the table—they literally dine alongside plastic figurines featuring their favorite idols. In fact, 70% of Gen Z in Japan have someone they “fan” over, commonly referred to as ""Oshi"." This unique cultural insight became the foundation of our idea.
The Solution
By combining McDonald’s (sharing food) with live streaming (sharing time), we aimed to create an intensely engaging fandom experience, one that would overcome app registration barriers and build deeper brand love. FANDOM FEAST is a “front-row experience” that begins by ordering your favorite idol’s bespoke menu combo. Fans join live streams with their idols in real-time to eat together, creating a new kind of engagement through the screen. The bespoke meals were curated and named by the idols themselves. By imbuing their personalities and real-life tastes, they created menus that felt uniquely “them,” driving fans wild. The live streams reimagined a uniquely Japanese fan ritual: eating together with acrylic figures of idols. This was elevated into the FANDOM FEAST experience that brought your favorite idols to your screen in real-time, in real life. Fans could interact and chat with their idols. Idols demonstrated their favorite ways to enjoy the meals—prompting fans to follow along.
