McDonald's: 10 year challenge

McDonald’s, a fast food restaurant chain, increased downloads of its new app by making its 10 most popular items in India available for the low prices they were valued at 10 years ago.

Campaign details

Brand: McDonald's IndiaAgency: 22feet Tribal Worldwide

Strategy

Objective

With the launch of the new McDonald's app in December 2018, the brand's business objective was to drive downloads and highlight the value McDonald's provides through variety, offers and the in-store customer experience.

The newly launched app needed to cut through the sea of available apps in the category with a proposition that resonated well with the audience.

While there are apps that provide discounts on food delivery, the objective of launching this new app was to drive users into stores to redeem the exclusive offers and...

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