tms creates gamified in-app experience for McDonald’s Side Missions
Develop a suitably playful digital experience for McDonald’s new, gaming-inspired campaign? It was ‘mission accomplished’ for tms.
Whether it’s a Big Mac during a long journey or a lunchtime McCafe run, McDonalds is always a welcome detour in fans’ days. McDonald’s Side Missions turns these everyday pitstops into playable moments, tapping into the language of gaming – in which a ‘side mission’ is an optional quest separate to the main storyline. Customers who complete their McDonald’s Side Mission unlock delicious daily offers and stand to win legendary prizes.
Going live on 14 July 2025, this campaign was a cross-agency collaboration led by Leo Burnett, with tms responsible for the entire digital experience and in-app assets. This spanned mechanic concepting, UX, UI, front and back-end build, sales promotion support, and prize pool partnerships.
We all know that a detour to McDonald’s, whether on the way to the office (that meeting could have been an email) on your way home (sleep can wait, I really need a double cheeseburger), or just because, is a welcome break from the day. With Side Missions, we’re giving fans more ways to celebrate the journey of life; it’s just as important as the destination.
Entering the app, users see an interactive screen that displays the daily Side Mission. A click through unlocks meal offers on weekdays, or “loot” in the form of instant prizes on weekends. These range from free food items (such as small fries or mini McFlurry), to cinema tickets and digital vouchers from partner brands (including Argos and Virgin Experience) to £10,000 cash.
Chris Noone Design Director, tms said: “Tapping into gaming visual language that crosses generations, we used pixel craft & precision to elevate the digital experience giving customers something new everyday of the week. Playful & unexpected, the team loved bringing this one to life – one pixel at a time.”
Read more about Side Missions on Campaign UK.
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