・work・McDonald's
My McDonald's World
How can McDonald’s Spain transform its app into a dynamic, year-round digital destination that stays relevant to a wide audience? The challenge wasn’t just about driving engagement—it was about strategically balancing brand immersion, gamification, and campaign flexibility. The result? A fresh and interactive experience that remains true to McDonald’s essence while seamlessly integrating into the existing app.
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Duration
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Project overview
McDonald’s envisions its app as way more than just a transactional tool; it's always seeking to become a vibrant hub for year-round digital engagement.
The goal was to create a scalable platform that adapts effortlessly to ever-changing campaigns, keeping users deeply connected to the brand. By blending gamification, loyalty integration, and vibrant visuals, the app needed to create a space where users could play, explore, and engage year-round.
big idea
"My McDonald’s World" transformed the app into a gamified 3D playground. Animated landscapes inspired by McDonald’s iconic products allowed users to explore themed areas like “McFlurry Fest” and “Estadio Deluxe.” Interactive mini-games, lovable “Fry-Friends” mascots, and loyalty point integration ensured a rich experience that bridged digital interactions with in-store rewards, delivering ongoing relevance and excitement.
How it evolved
Building on the success of My McDonald’s World, the platform launched its first seasonal partnership campaign with Coca-Cola’s Fantaween. A haunted mansion and ghost-hunting mini-game brought Halloween to life for McDonald's and Fanta fans alike.
Results
My McDonald’s World has seen an incredible response since its launch, setting a strong foundation for future growth. The first campaigns attracted over 130,000 unique users, achieving a remarkably low bounce rate of 3.07% and a high return rate, demonstrating deep engagement with the platform. By seamlessly integrating loyalty points and hosting seasonal campaigns, the app has become a digital playground that bridges the gap between online engagement and in-store visits. With a steadily growing user base of 580K+ active users, My McDonald’s World is poised to redefine digital engagement in the fast-food industry.