McDonald’s Employee Program

The Brief: Overhauling the McDonald’s Canada Employee Program

McDonald’s has long served as a traditional avenue of employment for those stepping into the workforce. However, the Canadian branch detected a consistent year-on-year decline in applicants within their intended demographic. In response, they sought innovative strategies to connect with this demographic and reignite their interest in potential employment opportunities.

Our Response: Introduce an Employee Recruitment Tool Through an Engaging Game

Occasionally, to engage a specific target audience effectively, one must venture into unexpected territories, providing an immersive and unforeseen experience. Leveraging the ubiquity of mobile access and the growing adoption of QR codes, Yahoo’s role was pivotal. We harnessed our DSP capabilities to deliver targeted ads to individuals aged 16 to 24 through XBOX and Digital Out of Home (DOH) platforms. Our friendly characters beckoned users to partake in an engaging game designed to simulate the bustling atmosphere of working at McDonald’s during peak hours.

“Crush the Rush” was conceived with the aim of replicating the demands of managing orders at a bustling McDonald’s Drive Through. Complete with leaderboards and direct links to the online application process, this initiative yielded significant results: McDonald’s Canada observed a remarkable 40% increase in the number of applicants. Undoubtedly, it stood as the most triumphant recruitment initiative of 2022.

The game’s captivating gameplay and shareability factor enabled users to acquaint themselves with McDonald’s renowned menu offerings and the teamwork imperative to ensure customer satisfaction. This initial success spurred an expansion of the campaign by McDonald’s in collaboration with Yahoo. With renewed interest in innovative approaches, the Crush the Rush Game underwent further iterations and extensions. Multiplayer features were incorporated, and the game’s availability was expanded to global markets, catalyzing a surge in application submissions.

In my capacity as the Director of Innovation for this undertaking, I shouldered a range of responsibilities including steering thought leadership, crafting creative concepts, shaping game design, assessing feasibility and scope, supervising vendors, and orchestrating omnichannel distribution.

ClientMcDonald's CaServicesCreative Strategy, Innovation, Game Design, Build, Web App developmentProd CoYahoo Creative Studio, Bajibot Media