Success story

McDonald’s Denmark Uses Gamification To Drive Repeat Business

“The Leadfamly platform is an easy-to-use platform. It takes the same effort as creating a typical social campaign.”

– Kim Bagdonas Jørgensen, Head of Media & Digital, McDonald’s Denmark

McDonald’s Denmark is well known within the whole McDonald’s system for their large Blockbuster games like Sommerchance and Advent Calendar.

McDonald’s Denmark is a data-driven business and they saw that gamification can create big spikes in engagement. Each year, they have a plan for creating a few large games like their Sommerchancen (Summer Chance), Humør Lotteriet (Mood Lottery), and Julekalender (Christmas or Advent Calendar); these games require multiple stakeholders and technical talent, and even though these occur each year, it takes a month to recreate them each time. 

Even though gamification creates high engagement for McDonald’s, when the game campaign ends, there’s some difficulty keeping the audience engaged between these large games. So McDonald’s began looking for a user-friendly, agile tool that could be completely customized. 

They were looking for a platform or product that could create smaller games to help McDonald’s Denmark drive repeat business to its restaurants across Denmark.

McDonald’s Denmark set out to find a good platform to use to create an additional layer to the large games. They were looking for a customizable, easy-to-use platform that was fast and agile. For McDonald’s Denmark, it’s very important to be able to customize because they have well-defined guidelines on style and tone of voice. 

They needed a platform that could help the marketing teams create continuous activation as well as a platform that can allow for games targeted at different segments of their audience. The Leadfamly platform also allow its users to pick the outcome of the game, and whether all players are instant wins or that only some players win. This is also something that McDonald’s Denmark looked for in a platform because they know what footfall certain prizes will create, and which restaurant location that footfall is likely to go to. 

“The Leadfamly platform is an easy-to-use platform. It takes the same effort as creating a typical social campaign. With Leadfamly’s platform, we have been able to create a fun and engaging layer that brings us closer to our audience. We can also easily create a game that activates a ‘sleepy’ segment and then engage and activate them.”

– Kim Bagdonas Jørgensen, Head of Media & Digital, McDonald’s Denmark

A successful election

To coincide with a Danish Parliament election, McDonald’s Denmark released a Burger Election game campaign that was built on the Leadfamly platform. In the game, players can choose which burger should win between six ‘contenders.’ While it may seem like two very different subjects, the Burger Election took off. 

The results

  1. The Burger Election was played by 120,000 Danes who voted over 500,000 times within 30 days.
  2. Within 2 hours of the timely Burger Election release, McDonald’s Denmark received over 30,000 interactions. 

While McDonald’s is known for gamification globally and so people associate gamification with their brand, this Burger Election was also very timely. The game was launched shortly after the Parliament election was announced, and it went viral enough to be covered by a Danish marketing news website. 


1. Be relevant and timely.

McDonald’s Denmark created a game campaign that aligned with a major event in the country. By doing this, they created an association with the election and engaged their database. How can you use current events to be relevant to your audience?

2. Make engaging activations that fit the target audience.

By creating the Burger Election, McDonald’s Denmark was able to engage a slightly older audience than they typically target (their primary audience is 18- to 25-year-olds). How can you create activations that are fit for the segment you are trying to engage?

3. Partner or use platforms to amplify.

McDonald’s Denmark chose to use a platform to create the Burger Election game campaign because timeliness mattered. Because the campaign was so relevant, this also amplified the number of people interested in playing the Burger Election. What partners or platforms can you work with to create more synergies? 

4. Find your business’s loyalty layer.

By using gamification and an engaging app, McDonald’s Denmark creates frequent and fun interactions with their audience. This is part of the loyalty layer between customers and the McDonald’s brand. How can your business create fun and timely interactions so that your audience keeps you top-of-mind?

5. Seek out high engagement opportunities.

McDonald’s Denmark (and McDonald’s Global) is known for gamification, which yields an engaged audience. They also choose partners and brands based on what they know their audience will like or cares about. How can you use this strategy to your business’s benefit? 

Businesses should adopt a customer-first mindset and how to create an engaging layer to their activities. Rather than just use instant-win vouchers or organize traditional marketing campaigns, think bigger and more personal to cut through the noise.

“Game mechanics give us a way to listen to our customers’ preferences and use that information to direct products to the markets that they’ll perform best in. Gamification campaigns have also lowered our CPL and reduced a new customer’s first time to purchase. In addition to all of this, the data we gathered also enabled me to write a brief to our organization about what our audience wants from Masai.”
— Maria Stigsnæs-Eriksen, Head of E-Commerce Sales & Campaigns, Masai Read the success story