McDonald’s Netherlands is redefining customer loyalty with a magical digital twist. In collaboration with TBWA\NEBOKO and TBWA\Helsinki’s NEXT innovation unit, the brand has launched ‘Magic Stories’, an AI-powered storytelling experience integrated within the Family interface of the McDonald’s app.
This innovative platform transforms each McDonald’s visit—whether it’s a quick takeaway or a family dine-in—into a personalized animated adventure featuring the customers themselves as the main characters. With every interaction, families unlock new “magic items”—virtual collectibles that enhance the narrative, creating a playful, ever-evolving story they can revisit anytime.
“McDonald’s has always been part of family moments. Now, with Magic Stories, we’re deepening that bond through technology, making every visit even more memorable,” said Malou Buné, Marketing Manager Digital at McDonald’s Netherlands.
The initiative stems from a core insight: every McDonald’s visit carries a story—be it celebrating after a football match, gathering for a birthday, or sharing a quiet moment at home. Magic Stories brings those moments to life using generative AI, combining user prompts with advanced language and image models to create unique, high-quality narratives in real time.
Designed and built by TBWA’s global creative network, the experience showcases the power of cross-border collaboration. TBWA\NEBOKO led the creative direction while TBWA\Helsinki’s NEXT unit engineered the tech behind the scenes, ensuring seamless integration, creative freedom, and full legal compliance.
“We knew we were building something bigger than a campaign—something lasting,” said Umberto Onza, Design Director, GenAI at TBWA\Helsinki. “That’s why we involved specialists from creative, tech, and legal from the very beginning.”
Magic Stories is more than a marketing innovation—it’s a leap toward personal brand storytelling, where families don’t just consume content, they become the content.
