McDonald’s Goal Rush Demo
As part of the McDonald’s gamification launch at the Worldwide Convention, we built a mobile game from the ground up—designed to elevate connections, enhance personalization and engagement, and give fans new ways to redeem Rewards points beyond just food.
Oh yeah, it was in Barcelona—so of course, football (not soccer!) was the way to go.
Role: Sr. Writer / Agency: Publicis Power of One
First, the look & feel…
We considered a McDonaldland-theme, but it felt too kid-like. To give the game a more mature feel, we leaned into realistic fields, players and crowd—ultimately the right move, especially considering the audience.
How do you rack up points?
Like any good runner game, you need something to collect. Our first thought? McD’s food and drinks—an obvious choice. But dropping burgers and fries on a football pitch? Didn’t feel right. An energy orb, though? That made sense.
Now, how do you lose points?
At first, we thought about bringing in McDonald's characters in fun ways—like Hamburglar swooping in to steal the ball. But using iconic characters in a negative light? Yeah, not the vibe. Instead, we focused on real-life obstacles you'd find on a football pitch, keeping the game true to the sport and totally authentic.
It was a big hit at WWC—across all age groups…
