McDonald's: Rösti Fall
Open the game- Brand
- McDonald's
- Objective
- Product launch
- Industry
- Food & drink
- Mechanic
- Runner
- Platform
- App
- Agency
- makemepulse
Objective
McDonald's France sought to celebrate the return of its Rösti burger while transforming its McDo+ loyalty app into an entertainment platform. The campaign aimed to drive repeat engagement among cardholders and establish McDonald's France as a pioneer in game-based loyalty experiences.
Solution
Rösti Fall is a vertical endless-fall arcade game where players guide the iconic Fry Friends mascots through procedurally generated levels, dodging obstacles and collecting bonuses to compete on national leaderboards. Players access the game using tokens earned from Rösti burger purchases or by converting loyalty points. The game features weekly character unlocks with unique powers, customizable pre-run bonuses (coin magnets, extra lives), and a mission system for additional gameplay objectives. Developed in collaboration with Razorfish France, the experience combines pop aesthetics with 2D-3D flat design and an original soundtrack inspired by classic arcade games.
Results
Prior to launch, McDonald's France had built an audience of 1.6 million "McGamers" representing 11% of the McDo+ app's user base, with 6.2 million games played across previous gaming activations. The campaign featured weekly national leaderboards with rewards for top performers.
