McDonald's Collect Quest

McDonald's Collect Quest, an initiative designed to increase user engagement through first-party data in its mobile app, aims to leverage historical app data to strengthen customer relationships.



The team created a brand new style design based on the classic McDonald's color palette and also redesigned the product graphic icons.

It provides the necessary creative foundation to expand and localize this campaign for different markets, with the goal of both global visual consistency and local relevance.

The case video extends the design and smoothly ties the products into the campaign.



The campaign is a broad initiative in Singapore, Hong Kong, Taiwan, Philippines and India, encouraging users to complete various tasks to earn digital badges. McDonald's has collaborated with Coca-Cola to offer diverse prizes across these markets, such as the iPhone 16 Pro, Google Pixel 9, staycations, and flight tickets.



Its data-driven approach is supported by Google Analytics (GA4), allowing them to segment audiences based on app users.

With Collect Quest, customers enjoyed in bringing extra joy and adventure, along with surprises and rewards all month long, and celebrating the incredible community of McFans. It will excite loyal members and inspire new customers to join the rewarding journey.