With snow sports top of mind right now, McDonald’s France has introduced a new mobile game, Course Givree (Frosty Race).The game transports players into McDonaldland, the brand’s imaginary universe created in the 1970s, with legendary mascots, Grimace, Hamburglar, Birdie, and the Fry Kids.
Course Givree was created by Razorfish and designed and developed by makemeplay, the gaming arm of creative tech studio, makemepulse, and puts players in the role of Grimace as he hurtles down the snowy slopes of McDonaldland on a snowmobile.
The objective is simple – achieve the highest score by collecting as many blueberries as possible, the signature ingredient of Grimace’s milkshake. The more berries players collect, the more points they earn – and the more valuable seconds they unlock for the spectacular ‘Mega Jump’ bonus phase, allowing them to scoop up an avalanche of milkshakes. But the descent is anything but smooth. To stay on track, players must demonstrate sharp reflexes and precision to dodge giant ice balls, frozen holes, signs, and slippery caramel streams scattered along the way
Each week, player engagement is rewarded. Strong performances on the slopes of McDonaldland can be converted into tangible rewards, with exclusive prizes available only through the McDo+ app. The campaign draws fans to the app, with its 14.5 million downloads in France and 450,000 daily unique users.
The digital management team at McDonald’s France, stated, “We are offering our customers an interactive experience that goes beyond the simple transaction. Course Givrée allows us to embrace our consumers’ cultural codes through our iconic mascots, while sustainably increasing engagement with our digital platform.’
Nicolas Rajabaly, co-founder & CCO makemepulse, added, “With Course Givrée, the ambition was to create something simple, joyful and instantly playable but built with real care. McDonaldland already has such strong cultural equity, so the opportunity was to translate that into mechanics that feel fun, rewarding and true to the brand. When mobile gaming is done right, it becomes more than entertainment it becomes a reason to come back.”
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
WebGL Developers: Pierre Lepers, Nils Landrodie
Front-end Developers: Rémi Bécuwe
Back-end dDevelopers : Jérémie Colombo
Sound Production: Press Play On Tape
Executive Producer: Mathias Roumy
Producer : François Cavalin
Account Management: Marie-Elise Archambaud
