Great Experiential Marketing: McDonald’s joy maze in Bucharest


As part of McDonald’s endeavour to spread smiles throughout 24 cities on 24th March, the fast food giant installed a “Joy Maze” in Bucharest.


The colourful “Joy Maze” appeared in Piata Revolutiei (Revolution Square), and passers-by were encouraged to explore.  

Those who delved into the maze found that every turn presented a new surprise – from boxes housing mysterious objects, distortion mirrors, puzzles and even a surprise appearance by an opera soprano – reminiscent of the brand’s drive-thru surprise in Austria.

And once they’d reached the end of the maze, they were greeted by good old Ronald McDonald, and predictably masses of selfies ensued. Participants were then encouraged to share these widely across social media along with the hashtag #imlovinit24. 

As well as being part of the global day of joy campaign, the activation also acted as launch of McDonald’s celebrations of its 20-year-old presence in Romania.

McDonald’s global campaign included a Jessie J concert, a photo booth, a pyjama party, and even a jingle bench! These memorable experiences in turn created viral content that reached a global audience way beyond just the 24 cities.

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.