The Sticking Point: A McDonald’s × Minecraft Story

We know what makes ideas spread. But what makes them stick? In a world of endless launches and short-lived hype, the real challenge isn’t going viral – it’s becoming part of culture.

For the launch of A Minecraft Movie, McDonald’s and Minecraft didn’t just create a global campaign – they created a cultural moment people could play with, express themselves through and build stories around. The collaboration launched across more than 100 markets, driving global conversation, strong results, and imagination across generations.

This session explores the “sticking point”: how to design ideas that audiences don’t just see – but keep alive.

• What makes ideas stick, not just spread?
• How do you design for participation and ownership?
• How does a partnership become part of culture?