Quick Service Restaurants
McDonald’s
Founded in 1940 in the U.S., McDonald’s has grown from a single drive-in in California to the world’s largest fast-food chain, serving over 69 million customers daily in 100 countries. In Switzerland, McDonald’s launched its first restaurant in Geneva in 1976 and has since integrated local tastes and Swiss quality ingredients. Today, McDonald’s Switzerland exemplifies the brand’s adaptability and commitment to local markets.
-2.14CHF
95%
58 Sec
The Result
The Challenge
As McDonald’s Switzerland prepared to open a new branch in Winterthur in April 2022, the main challenge was to ensure immediate and substantial footfall. The goal extended beyond merely informing customers about the new location; it aimed to convert them into loyal patrons from the start to guarantee sustained visitor numbers. Traditional billboard advertising was becoming less effective, necessitating a more impactful digital solution. Furthermore, previous digital advertising efforts had proven to be quite costly, leading McDonald’s Switzerland to seek a reduction in their current CPM (cost per 1000 impressions) from CHF 5.
In addition, McDonald’s sought to leverage data-driven insights to accurately measure the effectiveness of their marketing campaigns, ensuring they achieved maximum return on investment and resonated deeply with their target demographic.
The Solution
For their new opening in Winterthur, Mcdonald’s decided to test Gamification and implement it into their marketing strategy. Collaborating with BRAME, they crafted a digital version of the timeless Scratch Card, a game familiar to many. Unlike traditional, in real-life distributed Scratch Cards, this digital version had a much wider reach as it was seamlessly integrated into McDonald’s social media channels, making it easily accessible to the brand’s vast online audience. Players would engage by virtually scratching off the card, with the objective of revealing three matching pictures in a row to win one of the three instant prizes: a McFlurry, a Cheeseburger, or a Cheese McMuffin.
The intelligent move in this strategy was two-fold. Firstly, the prizes were exclusive to the new Winterthur location, a clever tactic to enhance in-store footfall at the newly opened store. Secondly, by offering complimentary items, McDonald’s not only motivated winners to visit but also leveraged the potential of upselling. With customers more inclined to purchase additional products alongside their free prize, the digital scratch card campaign aimed to drive footfall to the new outlet in Winterthur, and simultaneously drive up the average basket size.
The Results
McDonald’s Switzerland’s strategic decision to create a gamified marketing campaign brought upon impressive results. Compared to previous digital marketing campaigns which had a CPM of 5.00 CHF, this innovative approach reduced the CPM by a notable 2.14 CHF. Furthermore, engagement metrics were exceptional: a staggering 95% of all visitors to the landing page completed the game.
But the success didn’t end online. Every second winner made their way to the new Winterthur branch to redeem their prize, significantly boosting in-store footfall. This in-person engagement had a domino effect: customers frequently made additional purchases to redeem their free game-won item when they arrived. This pattern not only increased the average basket size but also substantially uplifted sales over the three-week campaign duration. McDonald’s Switzerland expressed immense satisfaction with both the increased number of visitors and the sales uplift, marking the campaign as a resounding success.
More case studies
TSG Hoffenheim
TSG Hoffenheim is a renowned German football club with a loyal fan base. However, the most devoted fans, the season ticket holders, felt disadvantaged compared to new customers and event fans who received more attention with promotions, contests, and small gifts. The football club wanted to change this by creating a quiz specifically for the season ticket holders.
Mattel
Mattel, a renowned toy company based in the United States and the second-largest toy manufacturer globally, has consistently captivated young minds and brought immense joy to children worldwide. With an unwavering dedication to delivering exceptional products, Mattel not only aims to engage and educate parents about their diverse range of toys and the invaluable benefits they offer to children but also extends their focus to encompass all matters related to babies.
MPREIS
MPREIS recognized the immense potential of gamification to revolutionize marketing campaigns for seasonal events and holidays, turning them into extraordinary experiences that captivate customers and entice them to return. By incorporating game mechanics into their marketing strategies, they were able to significantly amplify the attention customer directed toward current special offers while simultaneously fostering a deeper connection between customers and the MPREIS brand.
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See what Marc Marti from Tchibo and other leading marketers had to say about BRAME.
Marc Marti
Elena Abeltshauser
Luca Cadlini
Through Gamification, we reach customers on a different level and can surprise, inspire, and reward them. We are seeing an increase in frequency and revenue as well as enhanced engagement from users of our digital channels.
I can highly recommend BRAME's Gamification tool to anyone looking for a cost-effective and simple solution to collect email addresses or increase sales
The real-time performance analytics are very important to us, as they allow us to take our learnings and refine our strategy for upcoming campaigns.
In an A/B test, we displayed a Gamification banner to half of our website visitors, while the other half saw no banner. The group with the Gamification banner achieved an 18% higher sales conversion compared to the group without it. This was an outstanding result for us, as only very few tools or methods can boost sales conversion by 18%
With BRAME’s user-friendly software, we have been able to successfully implement a variety of campaigns and now see Gamification Marketing as a key component in our marketing mix.
What I appreciate most about working with BRAME is the drag-and-drop Gamification Builder, which made it easy for us to implement Gamification Marketing, along with the expert advice and support based on industry-specific best practices. This enabled us to launch a successful Gamification campaign and implement game mechanics perfectly suited to our industry and goals.
All the games have worked well so far. The Advent calendar is a yearly highlight, and customers are already anticipating it. The cost is much lower compared to the agencies MPREIS previously used to create a gamified Advent calendar.
In the last 20 months, we’ve collected over 35,000 unique leads and achieved a double opt-in rate of over 70%, which is more than double the industry average.
We had previously worked with agencies in the Gamification field, but with BRAME, we’ve become much more flexible. [...] We need much less time to set up campaigns, have excellent support that we can rely on, and are incredibly fast in execution.
The drag-and-drop functionality allows for quick game creation without technical expertise, which is especially valuable for day-to-day operations and to save time.
The diverse selection of game types and fully customizable templates provided by BRAME's tool allow us to create new experiences every time.
Users were motivated to repeatedly participate in games through gamified marketing campaigns, increasing the digital engagement and driving more frequent purchases.
Through our gamified campaigns with BRAME, we were able to generate numerous new app downloads and welcome new SPAR Friends members to our community. BRAME has made a lasting impression on us, and we are looking forward to various other campaigns.
During the European Championship, the Hit-the-Target Gamification Marketing mechanic increased sales conversions by 44% between June and July compared to January to May 2024. Additionally, the average card size grew by 11%, and transactions increased by 21% during the same period.
Compared to previous third-party providers, BRAME offers us a more flexible tool and the ability to independently create campaigns at a considerably lower cost.
Through a social media campaign with gamified content, we generated 14,000 leads, with 25% signing up for our newsletter via double opt-in. We were amazed at how easy it was to generate high-quality leads with Gamification Marketing in just four weeks. Simply perfect!
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