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Setting foot on the ground in Spain by building McDonald’s “MyMcDonald’s World” 3D Experience

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Setting foot on the ground in Spain by building McDonald’s “MyMcDonald’s World” 3D Experience

What if ordering your favorite McDonald’s meal was only the beginning of your digital journey? That’s exactly what McDonald’s Spain set out to achieve with their MyMcDonald’s World 3D experience—a unique interactive environment designed to turn their app into a destination, not just a tool. And LiveWall was the creative force behind this immersive digital playground.

Let’s explore how this exciting collaboration came to life, and why MyMcDonald’s World could change the way we engage with fast-food apps.

The challenge

McDonald’s Spain didn’t just want an app that could handle food menus; they wanted a platform that would engage users beyond their meals. They face several big challenges:

User retention: With attention spans getting shorter by the second, keeping users engaged over time is key. McDonald’s Spain needed more than an app that people used just to order food or look at the menu; they wanted to create a space where users can come back regularly to explore, interact, and have fun.

Brand immersion: The digital environment has to offer more than just menus and promotions—it needs to immerse users in the McDonald’s brand. 

Campaign flexibility: McDonald’s runs various promotions throughout the year, from summer festivals to sports events. The new digital world had to be adaptable, allowing new campaigns to slot in seamlessly without feeling forced.

Cross-generational appeal: The experience needed to resonate with a wide range of users, from Gen Z to older customers. Creating an experience that appealed to all these groups was a balancing act of fun, simplicity, and depth.

Gamification: Adding an element of gamification was essential. The experience had to be playful and rewarding, encouraging users to engage with the app outside of placing an order.

Brand consistency: While pushing the digital envelope, it was crucial that the app stayed true to the McDonald’s brand—fun, family-friendly, and recognizable.

Technical integration: The new feature had to work within McDonald’s existing app, ensuring seamless performance without disrupting the core functions like ordering and loyalty rewards.

The concept: MyMcDonald’s World

We took these challenges and turned them into opportunities, creating a vibrant, living digital world within the McDonald’s Spain app. Here's what makes MyMcDonald’s World stand out:

A fully animated 3D over-world

Rather than a static app screen, users are welcomed into a lively 3D world filled with animations, clickable elements, and fun surprises. The landscape is bright, colorful, and reflective of McDonald’s playful spirit. It's not just a backdrop but a dynamic environment where users can explore different zones and engage with the brand in new ways. Each area of the world is designed to feel like a mini adventure—whether you’re navigating a festival or hanging out in a football stadium.

Fry-friends mascots

No digital world is complete without some fun characters! The Fry-Friends the mascots of this 3D world, are iconic historical figure from the past that made their comeback. These iconic quirky, animated characters guide users through the experience, keeping it lighthearted and engaging. They make exploration easy and enjoyable, giving the app a personable touch.

Interactive elements & gamification

From clickable zones to hidden rewards, MyMcDonald’s World is full of interactive features. Users are encouraged to explore and interact with the environment, sparking curiosity. But it doesn’t stop there—LiveWall introduced gamification elements that keep users coming back. For example, loyalty points collected from in-store purchases can be used within the app to unlock McDonald’s merchandise, bridging the gap between the digital and real-world experiences.

Themed landmarks and mini-games

The virtual world is split into different themed areas, each linked to McDonald’s seasonal campaigns. Take a trip to the McFlurry Fest, a summer festival complete with mascots jamming out to tunes, or explore Estadio Deluxe, a football-themed zone shaped like a Big Mac. Each area offers its own set of mini-games that are fun, on-brand, and provide users with a reason to engage beyond their orders.

The power of gamified brand engagement

At its core, MyMcDonald’s World taps into something we’re all familiar with—gaming. By incorporating interactive and gamified elements, We turned what could have been a standard app update into a whole new way to experience the McDonald’s brand. Gamification isn't just about fun—it’s about long-term engagement. 

Seamless technical integration

Behind the scenes, LiveWall tackled one of the biggest challenges—ensuring the new 3D feature worked seamlessly with McDonald’s existing app. The result? A smooth, cohesive user experience that runs without a hitch on iOS and Android. Despite all the flashy new features, the core app functions—ordering food, redeeming rewards, and browsing the menu—remain just as accessible and reliable.

So what’s next?

While the final results are still being served, it’s clear that MyMcDonald’s World sets a new benchmark for fast-food apps. It’s no longer enough for an app to just “get the job done.” Users today want entertainment, immersion, and a reason to come back. With this 3D world, McDonald’s Spain has created a platform that serves all of that—and then some.

This is just the beginning. As MyMcDonald’s World continues to evolve, new campaigns, games, and features will be rolled out to keep things fresh. Whether it’s a new seasonal zone or a limited-time mini-game, the app is designed to grow with the brand, always offering something new for users to discover.

Got excited and want to talk about your own branded engagement? Let us know!

If you’re looking to transform your brand’s digital experience like McDonald’s Spain did, we at LiveWall are ready to help. From gamified environments to immersive 3D worlds, we specialize in creating engaging, interactive platforms that drive user engagement and brand loyalty.

Contact us today and let’s start building your digital world together. Drop a message to our engagement expert Maarten here!

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