McDonald’s Europe undertook the challenge of reinventing the traditional Happy Meal experience for today’s tech-savvy, rewards-oriented youth audience.
Beginning as an online theme park, supported by 360 media promotions, kids could create their own avatars to play with the licensed characters they receive in their physical Happy Meals. Happy Studio also represented the first time licensed characters from so many entertainment properties have come together in a single experience with a brand.
Eventually moving into a richly featured app experience that included Augmented Reality and Digital Books, the global strategy reached over 7 million registered users for extended play times, and was localized into over 40 markets.
I was hired on to Fuel as a mobile designer to re-design the Happy Studio 3.o app. This version that allowed the user to create a custom avatar, play games and read digital DK Books. I was tasked with simplifying and re-designing the 4.0 version.