Strategy

The My McDonald’s app became a must-have for customers in 2020; a contact-free way to get their favourites. But with digital targets under pressure after restaurant closures and another lockdown looming, we needed a bold strategy to acquire and activate customers authentically and in a way that would avoid mass acquisition, followed by mass exodus.

The answer? ‘I’m Lovin’ It Live’: a live music event streamed exclusively on the app.

Activation was powered by a truly integrated strategy that delivered coverage at scale, and targeted upweights on the Young Adult audience. As part of McDonald’s multi-agency team, Armadillo developed and executed the comprehensive pre and post-event CRM plan, to keep newly won customers engaged and ordering on the app.

We targeted three key audiences: activating existing non-app users, re-engaging existing app users, and retaining new app users after registration. Email and push channels were meticulously planned to stimulate behaviours over a three-week period around the main events, with generous targeted offers and timely  reminders.

Solution

As this was a first for customers, we communicated the event details across all channels using email announcements and reminders in the days before the event, push notifications before each evening began, and another one hour before each headliner, so no one missed their favourite acts.

We supported the event with digital offers, segmented by audience type, so customers could enjoy the app for ordering their favourites as well as enjoying the event.

To ensure that newly won customers returned to the app and made a purchase, we followed the event with a two-week long national offer of a 30% discount to all customers.