In February, McDonald’s France put grimace in a snowmobile to collect blueberries. The game by Razorfish & makemepulse was wildly successful for McDonald’s and its McDo+ app.
Now the partners are amplifying their gaming strategy with the launch of Rösti Fall, also exclusively available on the McDo+ app. Created by Razorfish and designed and developed by makemepulse, the game is inspired by the highly anticipated return of the 280 Rösti Burger.
The game blends retro references and contemporary mobile gaming codes with a colourful and dynamic art direction. The design is driven by a pop aesthetic in 2D-3D flat design inspired by modern cartoons, with an original soundtrack paying tribute to video game classics such as Donkey Kong and Crash Bandicoot, enhanced with sound effects created from McDonald’s products.
To access the game, users must use tokens obtained by purchasing products from the 280 Rösti range or convert their loyalty points. Rösti Fall launches players into a vertical fall through the world of the Fry Friends, the famous mascots created in the 1970s. In this endless fall, players must rely on quick reflexes to avoid obstacles and collect bonuses. Re-playability is driven by several mechanics designed to encourage players to return with bonuses that can be activated before each game, a new Fry Friend can be unlocked each week – each with its own special power and a national competition with a weekly leaderboard allowing top players to win prizes.
McDonald’s France commented, “With Rösti Fall, we continue our ambition to evolve McDo+ into an ever more engaging experience by immersing customers in the McDonaldLand universe. By combining loyalty, entertainment, and key product moments, we offer our customers a new brand touchpoint that is simple, fun, and highly re-playable.”
“Rösti Fall is about turning engagement into something more emotional. By blending a strong visual identity with fluid gameplay, we created an experience that connects brand, play, and loyalty in a more natural way,” added Nicolas Rajabaly, CCO, makemepulse.
With 1.6 million McGamers already, representing 11% of the app’s audience, and more than 6.2 million games played during previous activations, McDonald’s France is establishing itself as a pioneer in game-based loyalty, capitalising on the ability of gaming to transform a loyalty program into a relational experience, and using its power to engage people sustainably and strengthen brand love.
Credits
Client: McDonald’s
Client Leads: Benoit Kolb, Romain Caplanne, Alexander Boys, Timothée Charpenel
Creative Studio: makemepulse
Chief Creative Officer: Nicolas Rajabaly
Chief Technology Officer: Antoine Ughetto
Head Of Production: Grégory Bruneau
Creative Strategist: Camille Calvin
Art Directors: Anthony Meric, Thomas Rousset, Romain Passelande
Creative Developers: Pierre Lepers, Florentin Monteil
Front-End Developers: Julien Vasseur, Connor Holyday
Back-End Developers: Jérémie Colombo
Sound Production: Press Play On Tape
Executive Producer: Mathias Roumy
Producer: François Cavalin
Account: Marie-Elise Archambaud
Digital Agency: Razorfish France
CEO: Sandrine Vissot-Kelemen
Executive VP: Stéphany Niogret
Executive Creative Director: Jean-Baptiste Burdin
Julien Ouvrel, Creative Director
Associate Director: Grégoire Bautier
Art Director: Dylan Salmon
UI Director: Luc Deveze
Project Director: Hélène Gravans
Project Manager: Elsa Moran
Technical Director: Luc Tonin
Technical Lead: Anthony Herrero
The first McDo+ app game:
