Turning value into everyday play
McDonalds value reimagined through playful audience participation and discovery. Partnering with REVOLT to engage the young Black audience. We built an interactive mini card game and editorial that connected culture, lifestyle and self-expression. Result: drove over 3.5million impressions.
01. Overview
McDonald’s is all in on serving up moments that bring people together. Partnering with REVOLT, the brand set out to boost awareness for its McValue campaign. Educating audiences on what McValue truly means and positioning McDonald’s as a go-to for morning meals, not just late-night cravings. Together, we built a community-first, gamified experience that turned a promotion into a shared moment of participation and enjoyment.
02. Challenge
The McValue campaign needed to move beyond a standard promotion. The objective was to show that value extends to lifestyle, choice, and everyday relevance. At the same time strengthen its connection with Black Gen Z audiences through experiences that reflected their true culture, interests and everyday hustle. We set out to make education feel like entertainment while staying true to audience and brand identity.
03. Creative Concept
Framed Moments
Framed Moments creative drew from the everyday lives and interests of Black Gen Z. Linking lifestyle, humor, and hustle through collectible snapshots, personalized quizzes, everyday wins and cultural style cues that mirrored how this audience sees themselves. At the center was Discover McDonald’s McValue Quiz, an interactive memory card game that guided users to their ideal McValue combo. The experience integrated menus, sound cues, and scoreboards to create a sense of discovery and self-expression.
What We Did:
- Creative Strategy
- Visual Identity
- UX Experience Design
- Creative Direction
04. Applications
The experience lived across digital editorial, gamified content, and social storytelling. Users played, shared, and compared results that aligned with their personality and lifestyle. By Default directed the creative production, UX flow, and social extensions to ensure a cohesive experience that felt intuitive and rewarding.
What We Did:
- Interactive Editorial
- Game Strategy
- UI/UX Development
- Social Media Toolkit
05. Outcome
Through participation, McDonald’s deepened its resonance within community culture and demonstrated how play can drive both understanding and engagement. It invited Black Gen Z audiences to see themselves in the brand. Connecting cultural relevance with everyday choices.The campaign generated over whopping 3.3 million plus impressions and became a reference for how cultural insight, digital brand storytelling can amplify awareness.
