In this edition, we're excited to highlight McDonald's latest campaign, "Side Missions," which gamifies the cheeky detours we all love to make for our favorite fast food! 🎮🍟
Launched on 14th July 2025, this campaign taps into video game culture to transform spontaneous McDonald's runs into exciting quests. With challenges like ordering a 'LEET' meal for exactly £13.37 or eating McDonald's on 'hard mode,' customers are rewarded for their food-focused side missions.
“Side Missions is our love letter to every spontaneous Maccies run that somehow feels more exciting than whatever you were meant to be doing,” say James Millers and Andrew Long, ECDs at Leo Burnett.
By using the language of gaming, the campaign reframes everyday pitstops as playable moments, turning cravings into quests and fans into players. To join the fun, customers can download the MyMcDonald’s app to discover side missions, unlock food offers, and win instant prizes. Every touchpoint, from radio and OOH to digital and social, is infused with a gamified aesthetic.
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Updated 9 days ago
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