McDonald's Australia Offers WoW Beta Access for 1,000 Loyalty Points

McDonald's Australia is offering customers access to the World of Warcraft: Forever beta for 1,000 MyMacca's Rewards points. This promotion is part of a larger digital strategy aimed at increasing app engagement and encouraging loyalty program participation.

The offer can be redeemed through October 20th at 11:59 p.m. AEDT, with the beta closing on October 22nd. It's worth noting that no active World of Warcraft subscription is required for the beta, which will end before the full game release on November 5th.

The promotion has sparked interest in how McDonald's can use its loyalty program to drive sales and engagement. The company reported systemwide sales to loyalty members across 70 markets reached $40 billion in the preceding 12 months, up more than 20%. Nearly 220 million 90-day active loyalty users were counted at quarter-end, 13% more than a year earlier.

Microsoft's Blizzard Entertainment also stands to benefit from the promotion, which provides a low-cost way to place their game in front of an audience outside their normal store funnel. The terms of the promotion are precise about responsibility, with Blizzard providing the reward and McDonald's controlling the loyalty transaction while Battle.net handles the game code.