01
The brief
McDonald’s Belgium wanted its partnership with the Belgian national team to live on fans’ phones throughout EURO 2021.
Activating the Belgian national team partnership at EURO 2021
McDonald’s Belgium
McDonald’s Belgium 2021 Activating Campaigns & Sponsorships
McDonald’s Belgium: Free Kick Game
Activating the Belgian national team partnership at EURO 2021
EURO 2021 put the Belgian national team at the centre of the country’s attention, and McDonald’s Belgium was one of its partners. The brand wanted that partnership to live where fans actually spend a tournament: on their phones.
02
The experience
We built a free-kick arcade game with twelve levels and a streak-based bonus round: easy to pick up, and built to pull fans back for one more shot.
03
How it works
The game was integrated with the McDonald’s loyalty programme, so points could buy extra lives. Play feeds loyalty and loyalty feeds play, which is exactly what boosting engagement around an owned platform looks like.
- Client
- McDonald’s Belgium
- Year
- 2021
- Pillar
- Activating Campaigns & Sponsorships
The result
Played by a wave of unique players with long session times throughout the tournament.
Published Updated
Ready to make your next campaign stick?
Let’s talk.
