McPlay
- Brand
- McDonald's
- Year
- 2014
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Arcade
Objective
McDonald's developed McPlay as a branded mobile arcade platform to deepen customer engagement through Happy Meal purchases. The 2014 Hot Wheels campaign used in-package tokens to unlock exclusive digital minigames, turning meal purchases into access keys for branded playable content targeted at children.
Solution
McPlay was a mobile app arcade hosting licensed branded minigames unlocked through Happy Meal tokens or codes printed on packaging and toy inserts. The Hot Wheels version (2014) featured driving-based minigames where players launched vehicles using a Power Meter to achieve high scores. Angry Birds McPlay launched in May 2016 tied to The Angry Birds Movie release, extending the same token-unlock model. Both campaigns were distributed via the McDonald's mobile app, functioning as digital rewards for meal purchases and creating repeat engagement drivers.
Results
Not published.
