McDonald’s Canada ‘McGame Time’ Campaign

Brief: Create a multichannel campaign to be presented to Cossette that encourages Canadians to participate in the newly introduced ‘My McDonald’s Rewards’ program

Idea: Gamify the ‘My McDonald’s Rewards’ program in order to create a sense of excitement and gratification around collecting rewards points. We did so by creating a mobile game that can be played to earn additional rewards points, and by infusing the written and visual language of video games into a number of out-of-home advertisements.