McDonald’s gamifies fast food detours in Side Missions campaign

UK – McDonald’s is turning spontaneous snack runs into playful quests with its new Side Missions campaign, created by creative agency Leo Burnett. Inspired by video game culture, the cross-agency campaign gamifies everyday detours to McDonald’s.

Using the MyMcDonald’s app, customers are encouraged to complete side missions – such as eating a meal in extreme conditions or ordering a LEET menu combination that totals exactly £13.37 ($17.88, €15.45) – to unlock app-exclusive offers, instant prizes and digital badges.

Introduced during a UEFA Women’s Euros match, the campaign features a hero film directed by Elliott Power and a cameo by Twitch streamer AngryGinge, merging real-life footage with retro, game-style overlays, pixelated text and nostalgic gaming visuals.

‘Side Missions is our love letter to every spontaneous Maccies run that somehow feels more exciting than whatever you were meant to be doing,’ said James Millers and Andrew Long, executive creative directors at Leo Burnett.

In our SXSW London: Gaming and Brand Strategy report, we analysed how gaming is no longer a niche but an engine of modern culture. By leaning into both gamification and gaming aesthetics, McDonald’s taps into a powerful cultural language that resonates with younger audiences.