To overview
The challenge
McDonald's Spain approached us with a tall order: create an interactive digital environment for their app that would keep fans coming back for more. They needed a versatile platform capable of hosting multiple engagement campaigns throughout the year, serving up fresh content as regularly as they serve fries.
The challenge was multifaceted:
User retention: In a world where app attention spans are shorter than the time it takes to unwrap a burger, McDonald's Spain needed a solution to keep users engaged long-term. The goal was to transform their app from a simple ordering tool into a destination itself.
Brand immersion: They wanted to create a digital space where users could interact with the McDonald's brand in new and exciting ways, beyond just viewing menus and promotions. The challenge was to make the McDonald's experience more immersive and interactive in the digital realm.
Campaign Flexibility: The platform needed to be adaptable enough to accommodate various marketing campaigns throughout the year. Whether it was a summer promotion or a holiday special, the digital environment had to seamlessly integrate these campaigns without feeling disjointed.
Cross-Generational Appeal: The solution had to appeal to a wide range of users, from tech-savvy Gen Z to older millennials and beyond. Creating an experience that resonates across age groups was crucial.
Gamification: McDonald's Spain recognized the power of gamification in driving engagement. They challenged us to incorporate game elements that would be both fun and rewarding, encouraging repeated app usage.
Brand Consistency: While pushing the boundaries of digital engagement, it was essential to maintain the core McDonald's brand identity and values throughout the experience.
Technical Integration: The new feature had to be seamlessly integrated into the existing McDonald's Spain app, ensuring smooth performance across various devices without compromising the app's primary functions.
By addressing these challenges, McDonald's Spain aimed to set a new standard in fast-food digital engagement, creating a virtual world as satisfying as their real-world offerings. The goal was to make their app not just a tool, but a key part of the McDonald's experience in Spain.
My McDonald's World!
LiveWall developed a digital 3D animated overworld that's as immersive as it is entertaining. Here's what we've packed into this virtual Happy Meal:
A fully animated landscape: We've created a vibrant, living world that brings the McDonald's brand to life in ways never seen before. This isn't just a static background; it's a dynamic environment that users can explore and interact with. The landscape is designed to reflect the fun and friendly atmosphere of McDonald's, while providing a platform for various branded experiences.
“Fry-Friends" Mascots: Central to this world are the "Fry-Friends" - a cast of characters designed to embody the spirit of McDonald's. Among these is a fluffy mascot who calls this digital world home. These mascots add personality to the environment and serve as guides for users as they navigate the virtual space.
Interactive elements: Throughout the world, we've sprinkled interactive elements waiting to be discovered. These clickable features encourage exploration and engagement, rewarding users' curiosity as they interact with different parts of the environment.
Themed landmarks: The world includes specific areas that users can navigate to, designed to align with different campaigns and seasons. For example, there's a festival area for summer campaigns, where users can find the Fry-Friends enjoying a music festival called "McFlurry Fest". Another notable area is a Big Mac-shaped football stadium called "Estadio Deluxe", where the Fry-Friends act as the audience.
Branded mini-games: Within these themed areas, users can choose to play various branded mini-games. While we can't specify the exact nature of these games, they're designed to be engaging and on-brand, providing entertainment while reinforcing the McDonald's experience.
Loyalty points: When people visit the McDonald's restaurants, they'll collect loyalty points with each order. Those points can subsequently be used in the My McDonald's World to buy various McDonald's merchandise or other goodies. This gamification element adds an extra layer of engagement, as the users have the chance to win McDonald's discounts or other branded rewards. This system creates a bridge between the digital experience and real-world rewards, encouraging continued interaction with the app.
This comprehensive digital world transforms the McDonald's Spain app from a simple utility into an engaging, brand-immersive experience. It's designed to keep users coming back throughout the year, providing a versatile platform for various campaigns and interactions that deepen the connection between users and the McDonald's brand.
Results
As this project is still hot off the grill, we don't have final results to share just yet. But we're confident that this 3D world will have users lovin' it and coming back for seconds!
More to come on the digital menu 🚀🍔
This is just the first bite of what promises to be a feast of digital engagement. As we continue to develop and refine My McDonald's World 3D Experience, we're excited to see how users interact with this new platform and how it will evolve to meet their appetites for fun, engaging content. Stay tuned for updates as we continue to serve up this exciting new way to experience the McDonald's brand!
