Course Givrée
View the case- Brand
- McDonald's
- Year
- 2026
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- App
- Agency
- Makemepulse
- With
- Razorfish
Objective
McDonald's France wanted its McDo+ loyalty app to earn a reason for daily visits beyond ordering and restaurant search, positioning it as an entertainment hub in its own right. Following the earlier FC McDo activation, a second exclusive game let the brand diversify its loyalty program around game tokens, sharpen brand preference with families and Gen Z, and build a measurable read on how play drives app engagement.
Solution
Inside the McDo+ app, the player takes the wheel of a snowmobile as Grimace, racing down the slopes of Mont Sundae in McDonaldland's vintage cartoon style. They steer to scoop up blueberries — the ingredient in Grimace's milkshake — banking points and seconds toward a bonus "Méga Jump" phase, while swerving around ice boulders, frozen potholes, signposts and streams of caramel. Each run gives three lives, and players get three free runs a week; beyond that, they can keep racing by converting McDo+ loyalty points into game tokens. A player's best run of the week lands on a leaderboard, and finishing in the top 600 enters them into that week's prize draw.
Results
Combined with the earlier FC McDo activation, McDonald's France's gaming push had produced 1.6 million "McGamers" — 11% of the McDo+ app's audience — and more than 6.2 million game sessions played as of May 2026. At the time Course Givrée launched, McDo+ had been installed 14.5 million times in France and was reaching 450,000 daily unique users.
- 1
The game lives inside McDonald's France's McDo+ loyalty app, surfaced in the app's Game Center as an activation featuring Grimace; only registered loyalty members can play. Each player starts the week with three free runs, and once those are spent can exchange accumulated loyalty points for extra tokens to keep playing.
- 2
Each run drops the player behind Grimace on a snowmobile racing down the slopes of Mont Sundae in McDonaldland, with the camera following from behind as the descent runs continuously. Steering the snowmobile left and right across lanes collects purple blueberries scattered on the course for points while dodging ice balls, frozen pits, road signs, and slick caramel streams — a collision costs one of three lives.
- 3
Collected berries also fill a meter that, once full, triggers a bonus sequence called Méga Jump, in which Grimace launches airborne and the player catches falling milkshakes for a burst of extra points.
- 4
A run continues until all three lives are lost, with the goal of covering as much distance and collecting as many berries and milkshakes as possible before that happens.
- 5
The player's best score from any run is saved as a personal record and ranks them on a weekly leaderboard, which they can climb only by beating their own prior record in later runs.
- 6
Each week the top 600 ranked players are entered into a prize draw — with higher placement improving the odds — for prizes including a Samsung TV, skis, a Ligue 1 McDonald's jersey, match tickets, or a ski trip; the leaderboard then resets and the weekly cycle repeats until the campaign ends.
