McDonald's: X-Masters
Open the game- Brand
- McDonald's
- Objective
- Engagement
- Industry
- Food & drink
- Agency
- This Page Amsterdam
Objective
McDonald's created a seasonal gaming campaign to drive engagement during the holiday shopping period. The X-MASters campaign aimed to build brand presence and customer interaction through daily mobile game challenges within the McDonald's app, creating a playful holiday experience similar to an advent calendar.
Solution
The campaign launched a new game in the McDonald's mobile app each day leading up to Christmas, creating a game-focused advent calendar experience. Users competed against each other on an X-Masters leaderboard to reach the top position. The campaign included in-store promotional materials, merchandise, special pricing, and outdoor/indoor advertising to amplify the games. Participants could win prizes by engaging with the daily games.
Results
Not published.
