Drop Into Maccas
Can a simple game transform the relationship Millennials have with McDonalds. Read on to find out how Drop Into Maccas significantly increased restaurant footfall and dramatically boosted user data...
Client: McDonald's Australia
Project: Drop Into Maccas
Deliverables: iOS App, Android App, web based admin system, Dynamically Scalable Hosting, Competition Management Platform
Millennials are a surprisingly hard audience to target. They watch less TV and engage less with traditional media. They’re tech savvy, which means they don’t hand over their data easily. And they have an outdated view of McDonalds. The challenge was to get them in Restaurant to experience the change, to willingly provide their data, so that ongoing communication could be facilitated and to make sure they enjoyed the whole experience.
Millennials live their lives on their phone so this had to be an app. Available for iOS and Android, Drop into maccas was so much more than a fun game. As well as the highly addictive game, the app included:
A competition management system which distributed real and virtual prizes
A restaurant finder with built in rewards for visiting
A virtual store for upgrades and power ups
Facebook integration with invitations and sharing
Integration with Salesforce and Marketo
News and notification system
And this was all wrapped up in a package that the target audience couldn’t get enough of.
Throughout the whole development process we worked closely with McDonalds creative agency to make sure everything we did was on brand.
Within a few days the app got to No. 1 in the App Store and stayed in the top 20 throughout the campaign. The majority of users who downloaded the app registered to play and opted in to receive more information. A huge increase in restaurant visits led to an increase in sales AND repeat visits. McDonalds were so pleased, we developed version 2 of the game which had similar levels of success.