McDonald's: "Side Missions" - in-app игра с ежедневными заданиями

Objective

McDonald's UK aimed to position its restaurants as convenient breaks in daily routine and drive regular customer engagement and store footfall. The campaign leveraged gaming culture and pop culture to attract audiences through gamified experience, encouraging repeat app usage and visits through daily interactive missions and tiered rewards.

Solution

The campaign delivered a gamified in-app experience through the MyMcDonald's app featuring daily pixel-art missions. Customers completed challenges of varying difficulty to unlock weekday food discounts or weekend instant prizes (free menu items, cinema tickets, partner vouchers from retailers like Argos and Virgin Experience, or up to £10,000 in cash). The mechanics included digital badge collection, user-generated video challenges ('hard mode' missions), a £13.37 'LEET' meal puzzle created with gaming influencer Angry Ginge, and location-based push notifications. Campaign spanned multiple channels: out-of-home advertising with daily digital placements, TikTok interactive content, a 60-second hero film, and contextual CRM. The experience featured levels, progress tracking, and wallet integration to manage coupons and rewards.

Results

Not published.