Campaign details
Brand: My McDonald'sBrand owner: McDonald's SpainLead agency: OMD SpainCountry: SpainIndustries: Restaurants & takeawaysMedia channels: Mobile & apps, Online display, Point-of-purchase, in-store, Programmatic display, Social media, TelevisionBudget: Up to 500k
Executive summary
To drive its relevance in an undifferentiated category, in 2016 McDonald's took its digitalisation process to the next level, redesigning its app and placing it at the centre of its loyalty programme, My McDonald's. The goal was to evolve from Mass McDonalds's to My McDonald's, aiming to design extremely personalised customer experiences.
We created an activation...