CASE STUDY

McDonald's Interactive
Campaign Game

McDonald's was looking for a more engaging way to run a promotional campaign on the social networking platform VKontakte (VK). Instead of a standard ad format, the brand opted for an interactive experience — a browser-based game designed to increase attention, participation, and campaign impact. We developed a lightweight HTML5 game fully integrated into the VK ecosystem.

McDonald's platformer game — pixel-art hero and speech bubble on a red background

Objective

The project focused on two core business goals:

  1. 01

    Increase user engagement with the promotional campaign

  2. 02

    Drive in-store visits through promo codes awarded for participation

The experience also needed to remain simple, fast, and accessible across all devices.

Solution

We designed and developed a browser-based HTML5 platformer game where users navigate through obstacles to reach the final goal — the Big Tasty burger.

Upon successful completion, users received a promo code redeemable at McDonald's restaurants.

The game was fully integrated into the VKontakte campaign ecosystem and optimized for both mobile and desktop devices.

  • Game screen: tap to clear obstacles
  • Game screen: McDonald's is open again
  • Game screen: replay or open the app

What we delivered

  • Game Mechanics

    Game mechanics aligned with the brand and product

  • Promo Codes

    Promo code generation and reward system

  • Cross-Platform

    Cross-platform optimization for mobile and desktop

  • VK Integration

    Seamless integration with the VK advertising campaign

INTERACTIVE DEMO

Try the game right here

Experience the McDonald's 2D platformer

Optimized for desktop

Use arrow keys to play

Win a promo code

Result

The campaign transformed advertising into an interactive experience. Instead of passively viewing an ad, users actively engaged with the brand, completed the game, and received real-world rewards.

The project became part of a nationwide McDonald's marketing campaign and demonstrated how gamification can significantly increase engagement and connect digital interaction with offline sales outcomes.

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