McDonald's Switzerland

80s retro look in-app video game

The video game is accompanied by a poster campaign.
The video game is accompanied by a poster campaign.

McDonald's Switzerland launches "Burger Summer Run", an in-app game for the hottest days of the year. The classic jump 'n' run game in retro look gets a special appearance, thanks to the campaign of TBWA\Zurich.

This summer, the popular McDonald's app is turning into an arcade game for an extra dose of nostalgia. "Burger Summer Run" runs directly to mobile with more than 1 million users and surprises active players with daily, weekly and grand prizes through the end of July. In addition to classic McDonald's products, numerous incentives from cooperation partners such as Zalando, Sunrise, CoopPronto, Logitech and Zattoo await. The game is not available in the app used in Germany.

"Burger Summer Run" picks up on the 80s retro trend and is reminiscent of the legendary arcade games of the time. In the game, the Big Mac is steered over obstacles and each player is guaranteed a daily prize. The points collected during the game are used for the weekly prizes. The game was realized in cooperation with TBWA\X from Amsterdam.

The commercial by TBWA\ and Shining, which was created together with director Simon Wannaz, also whets the appetite for the game. The campaign for the in-app game is also flanked by print, online and social media measures - as well as limited edition T-shirts and a special poster campaign with the iconic McDonald's products in arcade style.

McDonald's Schweiz: Summer Run Game


Responsible at McDonald's Switzerland: Anne-Cécile Combe (Digital Senior Consultant), David Smadja (Digital Marketing Lead), Brenda Henry (Intern Digital Marketing & Business Insights), Sandrine de Cerjat (Marketing Consultant); responsible at TBWA\Zurich: Manuel Wenzel, Tizian Walti, Calvin Kroehne, Stephanie Seematter, Mario Hipleh (Creation), Dominik Laubscher, Maggie Weber, Julia Röthlisberger, Patricija Slekyte (Consulting), Onno van Gijssel (TBWA\X); Partners: Shining Film (Film Production), Simon Wannaz (Director), Sophie Toth (Executive Producer), Yanik Müller (Senior Producer).

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