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McDonald’s gamifies fast food detours in Side Missions campaign

McDonald's Side Missions, UK

UK – McDonald’s is turning spontaneous snack runs into playful quests with its new Side Missions campaign, created by creative agency Leo Burnett. Inspired by video game culture, the cross-agency campaign gamifies everyday detours to McDonald’s.

Using the MyMcDonald’s app, customers are encouraged to complete side missions – such as eating a meal in extreme conditions or ordering a LEET menu combination that totals exactly £13.37 ($17.88, €15.45) – to unlock app-exclusive offers, instant prizes and digital badges.

Introduced during a UEFA Women’s Euros match, the campaign features a hero film directed by Elliott Power and a cameo by Twitch streamer AngryGinge, merging real-life footage with retro, game-style overlays, pixelated text and nostalgic gaming visuals.

‘Side Missions is our love letter to every spontaneous Maccies run that somehow feels more exciting than whatever you were meant to be doing,’ said James Millers and Andrew Long, executive creative directors at Leo Burnett.

In our SXSW London: Gaming and Brand Strategy report, we analysed how gaming is no longer a niche but an engine of modern culture. By leaning into both gamification and gaming aesthetics, McDonald’s taps into a powerful cultural language that resonates with younger audiences.

Strategic opportunity

Gamify your loyalty programme to refresh how consumers engage with your product or service. Introduce quests, levels or time-based challenges that reward consistency and curiosity rather than just transactions

Touchland and Crocs unveil personalised hand sanitiser with charms

US – Touchland and Crocs are getting ahead of the back-to-school season with a new limited-edition collaboration designed to appeal to Gen Alpha’s desire for style, self-expression and scent.

The partnership combines Touchland’s cult-favourite Power Mist hand sanitiser with Crocs’ signature aesthetic. The new colourful co-branded mist doubles as a wearable bag charm. More than functional, the product becomes a fashion-forward accessory that reinforces the idea that hygiene, scent and style now go hand in hand for young consumers.

This launch aligns closely with the behaviours highlighted in LS:N Global’s Back-to-School Alphas report, where tweens and young teens are rewriting the rules of back-to-school preparation. Today’s students want notebooks, backpacks and accessories that convey their aesthetic and cultural identity. Whether it’s the ‘coquette’ look or ‘baddie’ chic, accessories like the Touchland and Crocs bag charm help Alphas earn aura points – a new kind of social currency that prioritises individuality and visual identity.

By making personal care both collectable and customisable, Touchland and Crocs are embracing youth-focused marketing by showing a clear understanding of Gen Alpha’s desires.

Crocs and Touchland, US

Strategic opportunity

Given Gen Alpha’s interest in self-expression and collectables – evident in the success of Sonny Angel and Labubu – consider incorporating playful, wearable items that reflect personal identity into your offering

Stat: UK Gen Z champion imperfect sustainability in fashion

WB Adios Neftenga by adidas Originals and Wales Bonner, UK

UK – Gen Z are driving a nuanced shift in fashion, where quality and durability are increasingly valued, but not at the expense of affordability. According to Dentsu’s latest UK Consumer Navigator report, 19% of Gen Z consumers now prioritise quality over price, nearly double the rate of Boomers, while 81% actively consider longevity in their purchases. This signals a more mindful approach to consumption, grounded in long-term value.

Yet fast fashion habits remain firmly embedded. Convenience and cost continue to dominate, with 55% of Gen Z citing affordability as a key driver and 42% prioritising ease of purchase. Some 24% of UK Gen Z receive deliveries weekly and 35% of UK consumers still buy from fast fashion platforms at least twice a month.

This reflects a mindset we identified as ‘imperfect sustainability’ in our report The Value Vanguard – where consumers balance ethics with reality, choosing progress over perfection in a financially pressurised landscape.

Strategic opportunity

As Gen Z evolve from eco-curious to quality-conscious, position your brand as an ally in imperfect sustainability by offering accessible, durable products that prioritise transparency over greenwashing