RONALD MCDONALD HOUSE
Globally helping families since 1974, the Ronald McDonald House Charities have been giving families the stability and vital resource they need to focus on what’s most important - their child. The organisation supports family-centred care by enhancing the child and family’s hospital experience, providing families with emotional and physical comfort and support, and improving the family’s coping and cohesion during the child’s recovery.
McDonald consumers in Sweden
PC, Xbox, PlayStation, iOS, Android, Meta Quest
For most charities, fundraising and donations are a key income stream. For Ronald McDonald House, the donations directly affect the accommodation they are able to provide to families with children seeking medical treatment at a nearby hospital.
A key part of recovery, especially for kids, is to stay connected to their ‘normal’ life; playing and talking with their friends, interacting with their families, as well as making new friends. Ronald McDonald House recognised this and approached NordDDB and Karta to build a virtual experience in Roblox that enabled kids to connect with their everyday life whilst raising awareness of the work the charity does.
To encourage consumers to donate to the Ronald McDonald House Sweden charity.
To build a version of Ronald McDonald House in Roblox, with input from the children residents, in developing and creating features and aesthetics of the house and mini-games to help them feel connected to their friends and family.
Roblox has approximately 59 million daily users and is more popular with younger children. The game is also accessible on various platforms (Xbox, PC and smart devices), allowing for multiple points of entry for gamers.
THE HOUSE: CHILDREN'S INPUT.
A key part of the success of the house and the mini-games is the input from the children residents of Ronald McDonald House. We interviewed a selection of children across the 5 Ronald McDonald Houses in Sweden and asked them what their dream house would look like. This drew out their limitless imagination and gave us incredible ideas such as:
Making the house and mini-games accessible to only Ronald McDonald House residents and their friends could give the children an extra mood booster and leave their medical troubles behind.
The colourful multi-storied house complete with a huge outdoor environment was launched in November 2022.
The Ronald McDonald House rooms and environments included:
As part of the project, we also created 3 mini games as part of the Ronald McDonald House experience in Roblox.
1) Tildes Treetop Adventure
Set in the tree tops of the Ronald McDonald House, players must navigate through various and increasingly difficult obstacles to reach the finish line. Players with the best overall time will have their names enshrined on the leaderboard.
2) The Tower Course
It's not a map but a mini-game. - Enter the mini-game through the chimney in the always Christmas room - Climb the tower the fastest you can.
Starting at the chimney in the Always Christmas Room, players have to climb the tower in the fastest possible time. Again, the player with the best time will have their name enshrined on the leaderboard.
3) The Sled Game
A four-player match that starts on the highest mountain in the Ronald McDonald world. Players must navigate around the obstacles on the track to stay alive.
AUCTION OF ADDITIONAL 3 FEATURES AT THE RONALD MCDONALD HOUSE FOUNDATION GALA
The Karta team designed and built 3 additional features to the Roblox Ronald McDonald House that was auctioned in the annual foundation gala. Winners of the auction had an in-game plaque next to the feature, dedicated to them.
These features were:
The auction of these features raised almost 150,000 kr (equivalent to just over £11,000).
NATIONAL OMNICHANNEL CAMPAIGN
The assets created for the house were also used for a national omnichannel campaign. Karta supplied all the creatives for the marketing and advertising campaign. Channels included: