McDonald’s: Side Missions
The Mission
Leo UK partnered with McDonald’s to reimagine the spontaneous joy of a McDonald’s detour as something more playful and culturally resonant. “McDonald’s Side Missions” gamifies the brand experience, transforming everyday visits into interactive quests. Whether it’s grabbing a Big Mac on a road trip or a McMuffin before work, these moments are reframed as side missions, often more fun than the main event. Fans can complete daily challenges via the MyMcDonald’s app, earning digital badges and legendary rewards, all while unlocking exclusive food offers and weekend loot drops.
A Gamified Brand Experience
The campaign’s strength lies in its immersive, multi-platform execution. From interactive missions in the app to playful nudges that tempt fans into early-morning McCafé runs, every detail is designed to turn cravings into quests. Collaborations with popular gamers introduced “Hard Mode” missions, while a TikTok Branded Mission encouraged fans to co-create content. A 60” hero film directed by Elliott Power brought the concept to life with nostalgic gaming visuals and a high-energy soundtrack, debuting during the UEFA Women’s Euros. The campaign also featured dynamic OOH, contextual audio stings, and a limited-time “Side Missions” menu, including the return of Spicy McNuggets and the debut of the Jaffa Cakes McFlurry.
Cultural Impact
“Side Missions” is more than a campaign. It is a cultural moment designed to land in both pop and gaming culture, reaching fans wherever they were. As our ECDs James Millers and Andrew Long put it, this was a “love letter to every spontaneous Maccies run,” turning everyday detours into something legendary. With humour, nostalgia and a deep understanding of fan behaviour, McDonald’s Side Missions redefined what a brand experience can be.
CLIENT
McDonald's
CAPABILITY
AGENCY
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Leo UK
We are a global creative agency with offices in over 100 Countries around the world. Unlike some agencies that have different divisions to service advertising, digital, social and experiential, in our agency, there are no walls between disciplines to get in the way of the best solution for our clients. Our clients brief us on the problem they need solved, and we come at the problem in a holistic way. It’s this approach that enables us to create truly innovative ideas that go beyond campaigns and defy norms of what an agency can do to move sales. It’s a way of working that’s delivered award-winning work, and exceptional ROI for our clients.