Campaign details
Agency: ArmadilloClient: McDonald's Restaurants UKCampaign Name: McDonald's Anniversary Programme: Cheers to One Year
The fast-food giant wanted to create surprise and delight for customers who were celebrating one year on the My McDonald's app, while encouraging them to try more of the menu.
Strategy
There were two key objectives: build affinity and prove its value; and cross-sell the menu.
Firstly, McDonald's wanted to deepen its relationship with an engaged group of customers by making them feel valued, inspired and excited to interact with the brand.
Full app-based transactional history for these customers provided...