Star Wars Heads to McDonald's Virtual World

When McDonald's launched its virtual world last month, the site's description already promised to bring more interactive characters from movies, comic books, and TV shows. Characters from "Star Wars: The Clone Wars" are the first to get the treatment. Today McDonald's announced that the movie would be featured in its physical Happy Meals, which feature special codes to unlock content in the virtual world. It seemed inevitable that the physical Happy Meal promotions would get virtual tie-ins, and, just as in the real world, you'll  find Star Wars characters in your virtual Happy Meal for a limited time only.

Through September 10, users can play in a new space-themed area, complete a Jedi quest with Yoda, and unlock six exclusive Jedi characters with codes from the meal. It looks like the space station and Republic gunship haven't arrived yet, though.

There's split opinion over niche, brand-based worlds. Some analysts think they're the best way for a brand to connect to its audience. Some brands, like Coke, are joining larger worlds to access the existing audience.

Regardless, I'd expect that trends like this may continue for McDonald's. The Happy Meal world may be a McDonald's brand builder. Then again, so is the Happy Meal, but that's never stopped it from being a promotional tool for other brands. And, just like the toys kept me going back as a kid, the constant addition of new content will likely be a big boost for the virtual world.

Now should come some interesting study: are the kids more interested in a physical Star Wars bobble head than a virtual Jedi?

"McDonald's continues to look for innovative and relevant ways to inspire play and fun times for kids and families -- both in our restaurants and, now at home with our new Virtual World at happymeal.com,"  Rebecca Anderson, Marketing Manager for McDonald's USA, said in a statement. "Parents and their kids will find a safe online experience that is free every single day and that motivates kids to take on challenges that empower them and inspire their imaginations."