McDonald's: I'm Lovin' It Live

McDonald's, a fast food restaurant chain, increased in app orders in the UK by launching a brand event that featured three days of livestreamed gigs through the My McDonald's app.

Campaign details

Agency: Armadillo, Leo Burnett, OMD UK and Red ConsultancyClient: McDonald's Restaurants UKCampaign Name: McDonald's: I'm Lovin' It Live

Customers flocked back to McDonald's when restaurants reopened after the first lockdown.

But with digital targets under pressure and another national closure looming, the chain needed an activation strategy to boost adoption and retention on the My McDonald's app.

Strategy

McDonald's required a bold strategy to acquire and activate customers authentically, and in a way that would avoid mass acquisition, followed by mass exodus.

I'm Lovin' It Live was born. The team created a unique,...

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