・work・McDonald's Spain
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.
Agency
Client
Duration
Field
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.