McDonald's Seruan Juga Ramean Campaign
F&B
Client
McDonald's
to Explore
Bringing back the joy of eating together through a gamified CRM journey.
Turning shared meals into meaningful connections.
Eating together has long been a tradition in Indonesia, especially among Gen Z and Millennials who love turning meals into social moments. However, habits started to shift as young audiences dined out less with friends and leaned into individual routines. Partnering with Antikode, McDonald’s Indonesia explored how technology could revive the joy of eating together.
Finding fresh ways to engage youth and bring people back together.
As mealtime rituals changed, McDonald’s Indonesia faced a challenge. How could they make eating together feel exciting again for Gen Z?
Coupons and bundles no longer sparked loyalty or sustained app use. The brand needed an approach that was interactive, social, and capable of turning everyday visits into experiences that could revive engagement and strengthen preference.
Transforming everyday dining into a playful CRM campaign with rewarding experiences.
The answer was Seruan Juga Ramean, a mobile-first CRM campaign launched with Coca-Cola. Daily purchases became part of a playful journey where users formed teams, completed missions, and collected virtual Coca-Cola bottle caps to unlock rewards. A Joy Meter tracked progress, encouraging repeat visits and group habits.
What set it apart was how technology linked app usage, purchases, and social activity into one ecosystem. With e-commerce fulfillment integrated, users can redeem merchandise and have it delivered, transforming digital play into real-world interaction.
The campaign proved a hit, driving engagement while bringing back the joy of eating together.
By blending gamification with loyalty technology, McDonald’s and Coca-Cola stood out in a crowded F&B market and sparked conversations among young audiences. The campaign not only lifted app activity but also reignited the joy of eating together, turning loyalty into an exciting experience that built stronger engagement and brand preference.
+142%
Repeat Engagement
68%
Engaged Users become Loyalty Member
2,7x
Higher Reward Redemptions