McDonald’s Gamifies Cravings with Leo UK’s 'Side Missions' Push

McDonald’s is tapping into gamer instincts to turn your dining experience into side quests.

Made together with ad agency Leo UK, the new “Side Missions” campaign is built around the idea that a trip to McDonald’s often feels like a fun detour from life’s main objectives.

It encourages fans to complete "missions" for food deals, badges, and even maxed-out reward points.

The experience is fully gamified, from the campaign’s language and mechanics to its visuals and soundtrack.

"Side Missions is our love letter to every spontaneous Maccies run," said James Millers and Andrew Long, executive creative directors at Leo UK.

"We tapped into the language of gaming to reframe these everyday pitstops as playable moments — turning cravings into quests, fans into players, and McDonald’s into the most fun side mission on the map."

The campaign lives primarily on the MyMcDonald’s app, with daily challenges that unlock food offers and prizes.

Designed by tms, the app gamifies fan behavior, like ordering a Big Mac or completing a "Fries Speedrun" by sorting fries by size.

Influencers and content creators are also key to the push.

Popular UK streamer Angry Ginge kicked off a branded Side Mission where fans must post videos of themselves eating at a McDonald’s in absurd conditions.

The stunt, dubbed “Hard Mode," gave fans a chance to win top-tier points.

McDonald’s UK & IE marketing director Matthew Reischauer said the campaign reflects how fans “celebrate the journey of life; it’s just as important as the destination.”

Side Quests Go IRL

The campaign debuted with a cinematic 60-second hero film directed by Elliott Power and produced by Love Song.

It starts off with a family making a McDonald's visit, with the start of the trip signaling the beginning of the side quest. 

Viewers are then treated to nostalgic arcade references, with retro game-style overlays patterned after Super Mario, Donkey Kong, among others.

Funnily enough, the spot even features a cameo of Angry Ginge on stream.

The one-minute commercial premiered during the UEFA Women’s Euros match between England and Wales, and will run across prime TV slots including Love Island and Gogglebox.

On social media platform TikTok, McDonald’s launched its first branded mission, encouraging users to co-create content around the Side Missions concept, with paid boosts supporting standout posts.

Fans are rewarded with digital badges via TMW-managed CRM and behavioral nudges that tempt them toward specific missions, like grabbing a McCafé coffee before sunrise.

The campaign also includes a dedicated "Side Missions Menu" launching July 30, with the return of Spicy McNuggets positioned as the campaign’s "final boss." 

A new Jaffa Cakes McFlurry is also added as an unlocked flavor.

Our Take: Can McDonald’s Turn Cravings into Fun Content?

What I like most about this campaign is how effectively it translates a simple idea like stopping at McDonald’s into an engaging challenge that fans want to share.

In doing this, McDonald’s adds a sense of purpose and fun to what’s already a beloved habit.

Partnering with creators like Angry Ginge also brings a great amount of reach, especially among younger audiences that feel emotionally engaged with streaming personalities. 

For brands looking to gamify loyalty without overcomplicating the experience, McDonald's campaign is a sharp, culturally tuned template worth studying.

Recently, McDonald's UK also introduced the "Big Arch" to its menu. 

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