McDonald's: Kazasu - Product preference

This case study explains how McDonald's, the fast food chain, made its existing mobile loyalty programme in Japan more effective by leveraging user data.

Kazasu: Product preference

Cairo Marsh and Mark Leong

Campaign details

Brand owner: McDonald'sLead agency: DDB JapanBrand: KazasuCountry: JapanIndustry Beers, lagers, stouts, cider, Coffee, tea, hot drinks, Drink industry, market, Non-alcoholic, soft drinks, Pre-mixed spirits, alcopops, Restaurants and takeaways, Spirits, liqueurs, WinesChannels used: Mobile and appsMedia budget: 500k - 1 million

Executive summary

Over the past four years, McDonald's Japan has built a popular mobile membership programme: providing consumers weekly coupons and product opportunities, the programme has become an integral component to the marketing and sales strategy, accounting...

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