POV Jadi Mekdi Crew
F&B
Client
McDonald's
to Explore
Designing a loyalty experience that's playful and worth returning to
- Loyalty
- UI/UX Design
- App Development
Connecting with Gen Z through a behavior they already lived by
Role-play has become one of Indonesia’s most recognizable internet formats. From “POV: jadi anak Jaksel” (POV: being a South Jakarta kid) to “POV: jadi kasir minimarket” (POV: being a minimarket cashier), Indonesian Gen Z and millennials regularly step in and out of characters online, treating identity itself as something participatory.
Partnering with Antikode, McDonald’s Indonesia explored how that same instinct could find a place inside McDonald’s app. The brand wanted the app to live beyond being a transactional utility opened only for ordering, becoming a daily platform users returned to for play.
Creating a reason for users to return to the app
That ambition came with a clear question: how could the app earn its way into Gen Z’s daily routine on the days they didn’t feel like ordering?
Together with McDonald’s Indonesia, we explored a different angle on loyalty. The aim was to turn loyalty into something users actively participated in, rather than something they passively collected. The experience needed to feel interactive, native to how Gen Z already behaved, and capable of pulling members back in even when no transaction was on the table.
A role inversion that turned loyalty into identity
The answer was POV: Jadi Mekdi Crew, a role-play simulation game embedded inside McDonald’s app. Users put on the uniform, took orders, and served customers as McDonald’s crew members. Most loyalty apps treat the user as a customer earning from the brand. We flipped it: users earned by playing as the brand.
Paired with the familiar “POV: jadi…” framing, the campaign combined a format Gen Z already used with a role they already recognized. We built the game to grow with the player. Successful service sessions unlocked higher difficulty tiers, while badge progression turned consistency into status, giving users a reason to keep returning throughout the campaign instead of dropping after a single session.
Turning MyM Rewards points into game currency
Standard loyalty systems follow a familiar pattern: collect points, redeem later. We needed the opposite. So we built an in-game energy system purchased directly with MyM Rewards points. Every session burned points, turning the loyalty balance from a passive number into the fuel powering the experience itself.
Beyond that, rewards came through three concurrent layers: daily check-ins, streaks, and gameplay performance, all designed to reinforce repeat behavior throughout the campaign. Players who stayed with the experience longest, logging in daily, climbing badges, and returning throughout the month, unlocked exclusive rewards at the end of the campaign.
Building the game inside the app users already had
The biggest risk for a campaign like this was acquisition friction. A standalone game would have meant downloads, sign-ups, and a second login, with every extra step increasing the risk of drop-off before players had even started.
To remove that barrier entirely, we built POV: Jadi Mekdi Crew as a WebView module inside McDonald’s app, allowing users to access the experience instantly through an in-app banner while keeping loyalty integration inside the existing ecosystem. The experience felt new without forcing the existing system to change.
17k+
total users check-ins
12k+
new members via gameplay
22k+
points burned