McDonald's Getaway Island
Open the game- Brand
- McDonald's
- Year
- 2023
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- TBWA\NEBOKO
Objective
McDonald's launched Getaway Island as a seasonal holiday campaign to create a festive, immersive experience for customers in the Netherlands during December. The playable environment was integrated into the McDonald's mobile app to drive engagement, deliver daily deals, and build brand affinity during the peak holiday shopping season.
Solution
Getaway Island is an interactive virtual destination within the McDonald's App featuring four virtual worlds with five custom minigames. Players explore a winter wonderland environment to unlock daily deals, giveaways, and prizes. The experience includes dedicated spaces for games, music, and special offers, with an exclusive area reserved for McDonald's staff members. The game was developed collaboratively by TBWA\NEBOKO (creative), 51North (digital experience agency), TBWA\X, and Colorbleed (3D animation).
