McDonald's App: Summer lovin'

Quick-service restaurant brand McDonald's created a dating app mechanic to increase app downloads, usage and sales in Germany during the coronavirus crisis.

Campaign details

Brand: McDonald's AppBrand owner: McDonald'sLead agency: OMD GermanyContributing agency: Wagawin GmbHMarket: GermanySector: Restaurants & takeawaysMedia channels: Mobile & apps, Programmatic display, Sales promotionBudget: Up to 500k

Executive summary

During the coronavirus lockdown, McDonald's stores were closed. As a result, the McDonald's app also lost relevance: app downloads, as well as app usage, dropped to an annual low. The goal was to bring the app back to our customers' smartphones.

Reigniting our customers' love, the campaign catapulted the McDonald's app into a new sphere....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands