The Challenge

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 They’re tech savvy, which means they don’t hand over their data easily and they have an outdated view of McDonalds.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 and to willingly provide their data so that ongoing communication could be facilitated whilst making sure they enjoyed the whole experience.

WE DELIVERED

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 McDonald’s creative agency to make sure everything we did was on brand.

THE OUTCOMES

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.

McDonald’s were so pleased, we developed version 2 of the game which had similar levels of success.