McDonald’s has partnered with Netflix to bring the animated franchise K-Pop Demon Hunters into the physical world. The global campaign pits the fictional girl group Huntrix against their rival demon boy band Saja Boys in a fast food war. The physical execution centres on a menu split where customers must choose a side. Saja Boys take over the breakfast menu with a spicy sandwich while Huntrix dominates the rest of the day with a nugget meal featuring Ramyeon McShaker Fries.
The strategy ties digital experiences directly to physical purchases. Each adult meal includes a collectable photocard and a physical access card with a QR code. When customers scan the QR code, they unlock exclusive content and merchandise within the McDonald’s application. This physical to digital loop forces the fandom to visit the restaurant to participate in the “Battle for the Fans” rivalry.
To establish real world presence, the brand launched high profile outdoor advertising, including fashion billboards in New York City. The campaign also featured a physical activation in Los Angeles, where fans attended an immersive event. Attendees participated in dance battles and voted for their favourite faction in person. Kevin Woo, the singing voice behind the Saja Boys, made an unannounced appearance to serve as a surprise judge for the competition. By recreating the fictional universe in physical spaces, the brand converts audience affection into immediate restaurant transactions.
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Executives at Wieden Kennedy and Netflix worked directly with the original animation team to ensure the restaurant integration matched the visual style of the film. The execution relies on strict authenticity to avoid alienating a highly engaged global fanbase. The result is a measurable sales event that treats a fast food dining room as the literal stage for a pop culture rivalry
Campaign Name: Battle for the Fans
Agency Name: Wieden Kennedy New York
Brand Name: McDonalds
Location: United States, Canada, Australia, New Zealand and Latin America
