McDonald’s

McDonald’s sought to improve their brand perception from the inside out by increasing employee understanding of the brand, corporate strategy, its associated business drivers, and creating confident brand ambassadors who proudly support the business. 

We created a global internal gamification and learning portal, where employees could accumulate points, in an entertaining and fun way to encourage and reward employees to learn about the McDonald’s brand of “good food, good people, good neighbors”. We developed an overarching theme for the solution, World of Good, and supporting content and creative for several critical components. Employees learned about the brand through a variety of engaging and visual lessons. They were then invited to participate in a “Jeopardy” style trivia game to test their knowledge and retention. The game tracked individual points, displayed them on a leaderboard, and linked with a global fulfillment center where users could redeem their points for prizes. In this way, McDonald’s could educate employees, debunk myths, and fuel excitement around the brand. The game was played by over 10,000 employees across 40 countries.