McDonald's: Course Givrée
Open the game- Brand
- McDonald's
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Runner
- Platform
- App
- Agency
- Press Play On Tape
Objective
McDonald's France sought to drive engagement and loyalty through interactive gaming on the McDo+ app (14.5M installs, 450K daily users). Released in February 2026, the campaign leveraged the character Grimace and a seasonal beverage angle to encourage repeated app usage and increase active participation in the loyalty program.
Solution
A snow-slope runner game where players control Grimace collecting blueberries (the key ingredient of a Grimace cocktail) while avoiding obstacles like ice barriers and caramel streams. Players earn points and unlock a 'Mega Jump' bonus phase rewarding high-scoring runs. Game progression was integrated with the McDo+ loyalty system: free plays available 3 times weekly, additional rounds purchasable or unlocked via loyalty points. Weekly leaderboards determined top-600 winners eligible for tangible rewards. Developed by makemeplay (design & development), with audio production by Press Play On Tape and creative direction by Razorfish. Deployed exclusively within the McDo+ app.
Results
Course Givrée launched in February 2026 on the McDo+ app, which had 450,000 daily active users. The campaign offered weekly rewards and exclusive prizes, but specific participant numbers and engagement metrics for the game were not disclosed.
