Campaign details

Brand: McDonald's
Lead Agency: The Marketing Store
Region: North America

Objective

Caught between the post-summer and pre-holiday hustle and bustle, October's typically a month of diminished guest counts and sales at McDonald's. So in 2018, we made it our objective to turn that all around, driving guest counts, reinvigorating sales, and boosting brand affinity along the way. Our aim? To create a unique and exciting promotion that would transform learnings about our customers into an actionable program that proved highly valuable to all parties involved. Furthermore, we sought to leverage the promotional energy to ramp up digital adoption of the McDonald's App, enhance consumer engagement in the App, and increase CRM participation.

Our first step was to harness what we know about our customers: they're busy, always on-the-go, and are hungry for simple ways to liven up their everyday routine.