Drwal Wraca Do Gry (The Lumberjack Returns To The Game)
- Brand
- McDonald's
- Year
- 2012
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Tribal Worldwide
Objective
McDonald's Poland timed the game to the seasonal return of Burger Drwala and needed to keep the promotion visible through the winter. The campaign was built to drive downloads of a companion mobile app and traffic to the game's own site, drwalwracadogry.pl, while a receipt-upload contest tied play directly to buying the burger in-restaurant.
Solution
Players steer the Woodsman across a side-scrolling obstacle course standing between him and his favorite sandwich. Along the way they lay a plank over a gap, calm a wild deer to ride for a burst of speed, smash through blocking ice, and dodge a charging boar. The same game ran in-browser on the promo site and as standalone iOS and Android apps, with every run timed: finishing fast scored points toward an ongoing contest, and uploading a receipt for a promo item added more. Daily prizes and a grand prize went to the top scores, giving players a reason to keep replaying and beating their own time.
Results
From January 2013, the game was downloaded by nearly 9,000 mobile users and played more than 165,000 times.
- 1
The game opens on the promo site (or the iOS/Android app) with a direct call to action: help the Lumberjack reach his favorite sandwich.
- 2
It plays as a side-scrolling platformer, but the player doesn't control the Lumberjack's jumps — the job is to clear and construct the road ahead of him so he can keep advancing.
- 3
Each obstacle calls for a different fix applied to the terrain: laying a plank over a gap, taming a reindeer to speed him past a stretch of road, breaking up ice blocking the path, and approaching a wild boar so he can pass without a fight.
- 4
The level's goal is to guide the Lumberjack all the way to his sandwich, the Burger Drwala.
- 5
In the contest version, runs are timed: building the route faster earns a better position on the leaderboard.
- 6
Players can also boost their contest score outside the game by registering receipts from McDonald's purchases of the campaign's promo products.
- 7
The contest awards daily prizes (30-zloty McCheck cards, audio sets) alongside a grand prize of a Blu-ray player and LED TV bundle.
- 8
Social posts and promo links route players to the App Store or Google Play, where the same game continues on phone or tablet.
