Bandwagon Labs sweeps 9 wins with McDonald’s ‘My Happy Place’ at Marketing Excellence Awards Singapore 2025

Bandwagon Labs shone at the Marketing Excellence Awards Singapore on 19 September, clinching multiple trophies alongside McDonald’s Singapore for their groundbreaking campaign My Happy Place. The project, which reimagined McDonald’s as a digital-first, immersive brand experience, was recognised across some of the evening’s most competitive categories, cementing the creative studio’s place as a leader in innovative marketing.

At the heart of My Happy Place was an interactive digital experience built within the McDonald’s Singapore app in collaboration with Bandwagon Labs. The platform introduced mini-games such as Build-A-Burger and daily challenges through the Wheel of Deals, rewarding fans with both digital collectibles and real-life prizes. Designed as a lightweight, browser-based metaverse powered by Bandwagon’s BW.LAND technology, it allowed users to step into a virtual McDonald’s world without needing additional apps or complex logins. By blending gaming with brand storytelling, the campaign created a fresh way for fans to engage with McDonald’s both online and offline.

The results spoke volumes. My Happy Place earned recognition across a wide spread of categories:

• Gold – Excellence in Digital Marketing

• Silver – Excellence in Customer Engagement

• Silver – Excellence in Gaming

• Silver – Excellence in Interactive Marketing / AR & VR

• Silver – Excellence in Mobile Marketing

• Silver – Excellence in Omnichannel Marketing

• Bronze – Excellence in Content Marketing

• Bronze – Excellence in Experiential Marketing

• Bronze – Excellence in Marketing Innovation

These accolades also contributed to McDonald’s overall triumph on the night, where the brand successfully defended its Marketer of the Year title. For Bandwagon Labs, the wins underscored its ability to fuse music, culture, and technology into experiences that feel both futuristic and deeply relatable.

By transforming a global brand into a uniquely Singaporean digital playground, Bandwagon Labs proved that marketing innovation isn’t just about new tools — it’s about creating happy places that audiences genuinely want to be part of.