McDonald's Canada: McDonald's McGoal

McDonald's, a fast food chain, partnered with a Montreal hockey team to offer fans a promotion where if Montreal scored the first goal of the game, My McD's app users in Quebec received free fries.

Agency: TRACK DDB

Objectives

Our task was to create a 1:1 dialogue with fans throughout the campaign period to:

  1. Increase app downloads
  2. Drive store guest counts
  3. Sustain user engagement

Strategy

Between fantasy hockey pools and an infinite number of sports-related mobile apps and specialty channels - when it comes to stats, hockey fans can't seem to get enough.

Our approach was to cater to this insight by weaving Montreal's on-ice performance with the performance of the free fry offer by visualizing this in a fun/engaging manner that even non-hockey fans could appreciate.

For example, the fastest first Habs goal...

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