Case Study - McDonald’s - World of Good Gamification
McDonald’s – World of Good Gamification
Objective: Engage employees and improve McDonald’s 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 by participating in conversations about the company with friends and family.
Solution: Creation of a global internal gamification and learning site that used fun to encourage and reward employees to learn facts about the McDonald’s brand. The Inward team developed an overarching theme for the solution, World of Good, and supporting content and creative for several critical components: brand education and myth-debunking resources; a gaming tool that rewards and recognizes employees for participation and increased brand knowledge a reward center that enables global fulfillment collaboration; and the project management to quickly refresh and replace content every three months
Results: As of April 2014, there were more than 11,000 logins from 40 different countries around the world. In addition, other areas of the business have reached out to Inward to see how we can leverage the World of Good content for their own needs.
