We switched the McDonald’s app from deals-focused to one big game. Our goal: letting Genz stick for 23 days. Their goal to unlock all the x-medals and win awesome prizes.

McDonald’s X-Masters: 23 days of playing different games for the most awesome prizes and McDonald’s branded merchandise in the App. Every day, a new McDonald’s themed game appeared in the app. Like Whack-A-Big-Mac, Nugg Hunt and McFlurry Hurry.

To trigger Accomplishment, one of our main Gamification Motivational Drivers, you could win X-Medals that you could collect in your wallet. We even hid a few secret X-Medals in our Instagram Stories, the FAQ, on WhatsApp, in our newsletters and even geo-located around our restaurants.

With the X-Medals could also earn you prizes. Prizes Gen Z actually wanted: Limited Edition McDonald’s gear, awesome gadgets and even a super exclusive outfit by Dutch streetwear brand BALR. and McDonald’s. Besides, winning at least 15 X-Medals could give you access to the Grand Finale Game.

 This year everything was different but we found a way to end this crappy year with a big smile! After all, McDonald’s makes Good Times accessible to everyone.

And with a great succes end another year of on-and-off lock downs McDonald’s decided to do it again the next year. We created a brand new style, pushed some optimisations and even created an TV comercial.