McDonald’s is one of the biggest names in the fast-food industry. It successfully uses gamification as a promotional tool. This strategy helps enhance interaction with customers, sales, and brand loyalty. Its Monopoly game used gamification successfully and managed to engage millions of customers all over the world.
Mobile apps
McDonald’s uses a mobile app to enhance the user experience. Ordering through the app for delivery or pick-up automatically earns users’ points. The more points customers can earn, the more rewards they can unlock. Different reward categories cover different menu items.
Linking card details to the app means customers can pay and earn points at the same time. Users can easily track their points and see how close they are to unlocking the next tier. For every dollar they spend, they unlock 100 points and can start redeeming their points when they reach 1500 points.
McDonald’s can keep targeting users with promotions and re-engaging them on the app. They may earn bonus points and rewards. It also integrates sweepstakes campaigns with the mobile app to encourage app downloads and increase engagement.
Many other industries also benefit from the use of mobile apps. The iGaming sector uses gambling apps to allow gamblers to play casino games from any location and at any time. They can make use of bonuses and promotions to boost their bankrolls and loyalty points to earn rewards.
Monopoly game pieces and prizes
One of McDonald’s most successful gamification strategies was its Monopoly promotion, which ended in 2024. When customers bought selected menu items from McDonald’s, the packing included Monopoly game pieces. Some of these pieces offered ‘instant win’ prizes like free drinks or food. The peel-to-reveal action and design of the pieces were rather like scratch cards. This immediately evoked a sense of excitement with the chance to win tangible prizes.
Other game pieces were part of a larger game. Customers collected pieces that corresponded to properties on the Monopoly board. They could complete sets to win large prizes. Some of the larger prizes included gift cards, electronics, or even cash.
Loyalty reward systems
To earn McDonald’s reward points, customers can download the app, register, and opt in to the rewards program. They can also present the rewards QR code at the counter or drive-thru before making a payment to earn points. Once they have enough points, they can redeem them for various rewards, including free food and drinks. Gain enough points, and they have options like a free McChicken, free fries, or even a free Big Mac.
Assigning additional loyalty points to more expensive products encourages customers to spend more. Gamification works well with loyalty programs. It can tackle concrete goals such as building brand image or increasing turnover. Many customers will upgrade their food orders to earn more loyalty points.
Social media contests
McDonald’s holds social media contests to encourage customer participation. This deepens customer engagement and enhances loyalty. Clients share their experiences using branded hashtags. This helps to create a sense of community and provides social proof.
McDonald’s also offers discounts and coupons on social media. The community McDonald’s has built around the brand is important. Customers have a strong emotional connection to the brand, which is a big contributor to its success.
A benchmark for competitors
The type of gamified experiences McDonald’s uses sets a benchmark for competitors. McDonald’s main competitor is Burger King. Other strong competitors are Wendy’s, Taco Bell, Subway, and KFC. As the food and beverage sector grows, McDonald’s faces an increasing number of competitors, and integrating gamification is one of the factors that helps to ensure its ongoing market presence.