McDonald’s is leveling up its app strategy with FC McDo, a mobile football game cooked up in collaboration with Ligue 1 and Publicis agencies Razorfish and Publicis Sapient. Nestled inside the McDo+ app, the game lets players dash past obstacles, rack up bonuses, and score goals—all while dressed in the digital kit of one of Ligue 1’s 18 clubs. The idea? Inject more personality into the brand’s title sponsorship of the league and build stickier user engagement beyond Big Macs and fries.
But there’s more than just bragging rights at stake. FC McDo introduces a gamified twist to McDonald’s loyalty program: players use collected loyalty points to earn in-game tokens. That mechanic not only rewards app usage but nudges customers to come back for more, turning what used to be a passive points system into an active, continuous brand interaction. Weekly leaderboards keep the pace competitive, pushing users to play (and order) regularly.
The campaign runs until October 27 and features weekly rewards like Samsung TVs and VIP matchday experiences—even more incentive for the 14 million app downloaders and the whopping 300,000 daily active users in France. The launch includes a digital push via Starcom, plus content “hacks” from Publicis Media Content, all designed to make the game a central hook in McDonald’s CRM playbook. For a brand that’s already on the front foot in football, FC McDo is clearly a bid to own the whole pitch.
Full story at Strategies (in French).