🏆 McDonald’s Spain – 2018 World Cup Game
Role: Product Owner | Concept to Execution
Overview
The goal as official sponsors of Russia 2018 was to harness the energy of the 2018 World Cup. So we created and launched an interactive football game inside the McDonald’s Spain app—turning a global event into a daily reason to engage with the brand.
Approach
I designed a lightweight, emotionally rewarding game where everyone scored and won a real prize. Built to work smoothly on all devices, even older ones, the experience prioritized delight over complexity, and habit over effort.
The goal: make millions feel like winners—with one simple interaction a day.
Â
My Role
I led the project end-to-end:
-
Invented the game concept and reward mechanics
-
Aligned business, legal, marketing, and tech teams
-
Defined KPIs and the product roadmap
-
Managed cross-functional development
-
Monitored live performance and optimized on the go
KPIs
-
Reward claim rate
-
In-store redemption rate
-
Daily active users
-
Device compatibility success
Outcome
An intuitive, joyful experience that blended creative simplicity with business impact—resulting in massive engagement and high in-store conversion.
Click on the image to see the video of the last UAT I did before the launch to millions! ↓
Â
Â