Rösti Fall
View the case- Brand
- McDonald's
- Year
- 2026
- Objective
- Product Launch
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- Makemepulse
Objective
McDonald's France wanted to turn McDo+ from a purely transactional wallet — coupons, points, balance — into something customers opened for fun, and to use that extra attention to push the returning 280 Rösti burger line. A recurring, competitive game also gave the brand a reason for members to open the app every week, reinforcing McDonald's France's early lead in loyalty gaming built up through its existing "McGamers" base.
Solution
Rösti Fall lives entirely inside the McDo+ app: players spend a token — earned by buying a 280 Rösti item or converted from loyalty points — to start a run. Before dropping in, the player picks a Fry Friend character and can spend extra tokens on power-ups like a coin magnet or extra lives, choosing how much of their stash to risk on a single attempt. Once the run starts, the character free-falls endlessly through McDonaldLand, and the player steers left and right to dodge obstacles and grab bonuses for as long as they can survive; the run ends when they hit something, and the score posts to a national weekly leaderboard. Each of the campaign's four weeks unlocks a new Fry Friend with its own special ability and resets the leaderboard for a fresh competition.
Results
McDonald's France's gaming loyalty push had already built an audience of 1.6 million "McGamers" — 11% of the McDo+ app's users — by the time Rösti Fall launched, with more than 6.2 million games played across the brand's earlier in-app games.
- 1
The game lives only inside McDonald's France's McDo+ loyalty app, open from May 5 to June 1, 2026. Entry requires tokens, earned by buying items from the 280 Rösti range or by converting accumulated McDo+ loyalty points, and each run costs one token.
- 2
Before a run, the player picks a Fry Friend, one of McDonald's 1970s mascot characters, each with its own special ability.
- 3
On the same pre-run screen, the player can attach strategic boosts such as a coin magnet or extra lives; each one added costs a further token.
- 4
The run is an endless vertical fall through a procedurally generated McDonaldLand, so no two runs play out the same. The player dodges obstacles and collects bonuses on the way down while completing side missions that improve the run's result.
- 5
The run ends, the score is locked in and submitted to the national weekly leaderboard, and another token is needed to play again.
- 6
The leaderboard freezes at the end of each week; the top 830 players win prizes, then all scores reset and a new weekly competition begins.
- 7
Each new week unlocks a different Fry Friend with its own power, giving players four distinct characters and four separate chances to win across the four-week campaign.
- 8
Playing also enters the player into a weekly sweepstakes for a week in the Blacksheep camper van or a week in the countryside for two, worth €5,000 including tax.
