McDonald's - Course Givrée

Objective

McDonald's France sought to deepen user engagement within the McDo+ loyalty app by integrating a branded gaming experience. The campaign aimed to create an entertainment-driven reason for repeated app usage and strengthen the connection between mobile entertainment and the loyalty program.

Solution

Course Givrée is a fast-paced snowmobile runner game featuring the McDonaldland character Grimace descending icy slopes while collecting blueberry milkshakes and avoiding obstacles like frozen hazards. Players unlock bonus phases by collecting berries, with gameplay progression directly tied to McDo+ loyalty points—users convert loyalty points to play while weekly top performers earn exclusive app-only rewards. Developed by makemepulse and Razorfish (France), the game was built as a premium in-app experience within the McDo+ mobile application, launching in February 2026.

Results

The McDo+ app reported over 14.5 million downloads in France with 450,000 daily unique users at the time of the campaign. Weekly prize distributions incentivized repeat engagement through exclusive rewards. Specific engagement metrics for the game itself (players, session duration, or sales lift) were not disclosed in available sources.