The McDonald’s App is every McDo fan’s secret hack for deals. But with an 18% active user rate, most saw it as just another deals app. This transactional dynamic lacked an emotional connection that made users McDo fans in the first place.
So, we transformed the app from a discount tool into a community that celebrated each user's unique relationship with the brand. From wrapper-lickers to fry-hoarders, every McDo fan had their own quirky habit waiting to be celebrated. Filipinos’ love for sharing achievements unlocked the opportunity to create a gamified experience combining personalization and pride.
We analyzed data from 5 million users, uncovering patterns in redemption habits to create 12 distinctive SuperFan characters with unique traits, talents, and evolution paths. Digging for hidden fries? Hi, “Lord Of The Fries”. Own the midnight drive-thru? You’re “Nighty Knight”.
Overnight, users opened their apps to discover their personalized McDo character: a digital reflection of their McDo habits over the past year, while new users received a character based on their first redemption.
The interface was redesigned to make deal redemptions feel more like a quest, unlocking new freebies, raffle entries...
...and leveling up characters.
