McD Ramadan Gamification
F&B
Client
McDonald's
to Explore
Designing a Ramadan gamification campaign to create lasting connections.
- UI Design
- UX Design
- Usability Testing
- Web Development
- Email Marketing Management
- CRM
- Loyalty
28%
Increase in total game played
53%
Increase in average game played/user
125%
Increase in total rewards claimed
11%
Increase in redemption in store
Blending a tradition with innovation to create meaningful connection.
Ramadan is a time of reflection and generosity, deeply cherished in Indonesia. In 2024, McDonald’s Indonesia embraced the spirit of Ramadan, seeking to create a campaign that not only celebrated this sacred time but also brought joy and connection to their customers. Teaming with Antikode, they embarked on a journey to blend tradition with innovation, aiming to engage their audience in a meaningful way.
Crafting a campaign that reflects Ramadan values while boosting brand loyalty.
The challenge was clear:
how could McDonald’s Indonesia create a campaign that honored the values of Ramadan, particularly the importance of sharing, while also leveraging technology to enhance the experience?
They needed a campaign that would resonate with their audience, boosting brand loyalty and app engagement during this special season.
Bukber campaign, gamifying Ramadan to celebrate the value of sharing.
The answer came in the form of Bukber (Buka Berhadiah), a digital adventure that captured the essence of Ramadan while delivering an exciting and rewarding experience.
Inspired by the classic game Snake and Ladder, Bukber featured 30 beautifully crafted rooms, each hiding “hidden stickers” that unlocked special rewards. Players could explore these rooms, facing challenges like ladders, pipes, and portals that transported them to new discoveries.
By collecting stickers and redeeming MyM Rewards, players could upgrade their rewards and exchange sticker collections for even greater prizes.
Bukber campaign was a triumph, creating a memorable Ramadan experience.
The campaign not only strengthened brand loyalty and engagement but also showcased McDonald’s Indonesia’s commitment to delivering innovative and meaningful experiences to their customers. Through Bukber, McDonald’s Indonesia not only celebrated Ramadan but also created a lasting connection with their audience.