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 App Brand owner: McDonald's Lead agency: OMD Germany Contributing agency: Wagawin GmbH Market: Germany Sector: Restaurants & takeaways Media channels: Mobile & apps, Sales promotion Budget: 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.

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