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Successful Gamification Social Media Campaign for McDonald’s: Increasing Engagement and App Downloads

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McDonald’s, a global fast-food giant, partnered with, a leading video software company, to create a unique social media campaign. The campaign was designed to celebrate the 40th anniversary of McNuggets, one of McDonald’s most iconic products. The campaign featured Felipe Colombo, a popular Mexican-Argentine actor, and aimed to engage audiences in a novel and interactive way.


The challenge was to create a campaign that would stand out in the crowded social media landscape and engage users in a meaningful and fun way. McDonald’s wanted to boost engagement, conversion rates, and app downloads, and improve click-through rates (CTR) and cost per click (CPC). They also wanted to test the effectiveness of this unique approach against regular social media ad campaigns.

Campaign developed a gamified video campaign that was personalized and interactive. The video featured Felipe Colombo trying to finish his McNuggets. Users were invited to help Felipe by clicking on the nuggets before the time ran out. This interactive element turned the video from a passive viewing experience into an engaging, interactive journey.

The video was dynamic and changed according to the user’s success or failure. If the user successfully clicked on time, they would see Felipe eating the McNuggets. If they didn’t, they would see a “try again” video. Successful users also had the chance to win McCoin rewards, adding another layer of engagement to the campaign.

Another unique feature of the campaign was a live countdown till the end of the promotion. This created a sense of urgency and encouraged users to participate before the campaign ended.


A/B Testing

To compare the effectiveness of the gamified video campaign and traditional social media ads, McDonald’s implemented an A/B testing strategy. The test group, exposed to the interactive video, was contrasted with a control group seeing a standard social media ad. This setup enabled accurate measurement and analysis of key metrics and illustrating the superior impact and effectiveness of the gamified campaign.


The results of this initial campaign were incredible and demonstrated the impact of a ripple campaign:


Engagement Increase


NPS Points


Re-Send Rate

The campaign was a huge success. Not only did a lot of people get to the end of the video, but what's most impressive is that 40% of the number of people who received the video, also sent it out to someone else.

Lessons Learned

The success of this campaign shows that personalization and interactivity are key to engaging customers. By creating a personalized video that the customer can then personalize and send to their friends, BBB was able to create a ripple effect that engaged more customers and increased their user base.


The McDonald’s social media campaign, powered by, was a resounding success. The use of personalized, interactive video content significantly boosted engagement, improved CTR, reduced CPC, and increased app downloads. The campaign’s success proves once again that personalized, interactive content is a game-changer in the digital marketing landscape.

This case study demonstrates the power of innovative video technology in creating engaging, effective social media campaigns. It highlights the potential of personalized, interactive videos to boost engagement and conversion rates.