See how other brands play the points game
Fast food chain
app task points campaign
McDonald’s launched an app, and to help customers build the habit of using it regularly, the company designed a series of task point campaigns that let customers earn task points and redeem them for Points! Task points and Points are two separate systems, so task points aren’t directly tied to purchases — giving more flexibility when used in mission-based campaigns. (This case study is based on the McDonald’s official website and app.)
Gamified missions earn task points
McDonald’s app has a members-only missions section — daily check-ins, daily lucky draws, surveys, watching videos, and more can all earn task points. Sometimes customers get a coupon instead, and sometimes they earn task points. Every 30 task points can be exchanged for 1 Point, and Points can then be redeemed for menu items — for example, a McNuggets meal needs 100 Points to redeem for free.
Redeem task points for Points
McDonald’s lets customers exchange task points for Points, which can then be redeemed for actual menu items. The app also runs special campaigns involving point deductions. While eating at McDonald’s, customers can casually scroll on their phone and earn task points along the way — that’s part of the fun. And once you’ve built up task points, you’re motivated to collect enough to redeem for Points, creating a virtuous cycle.
Want to design a fun points campaign of your own?
Introducing Feversocial’s Points Center. Mix and match 20+ point-earning mission and redemption campaign modules to give your brand endless ways to play.
Points Center
Use Points to power your members’ gamified marketing playbook
More success stories
Further reading: App Marketing Strategy: Gamification for Higher Retention and DAU | Complete Guide to Daily Check-In Design
Leave the tech to us — you focus on the marketing
Built for digital marketers, Feversocial is the tool that becomes your best marketing partner
