Runner Up at the Torchies Awards 2024

Rob Pellow

We're so excited that this work was a runner up for Braze's Partner Campaign of the Year!

“MyMcDonald’s Rewards” is key to the McDonald’s value offering. Millions of customers earn points to get free food through the loyalty programme. But our analysis showed that millions of points remained unspent.

Our customers could be getting more of what they love, for less. We wanted to help them enjoy the rewards they’d already earned.

Rather than bombard our fans with generic deals, our strategy was to build a programme that combined innovative email interactivity with deep, predictive modelling.

We combined several predictive models with customer data, delivering not only the right message at the right time but also tailoring offers to their needs and their value. All ensuring the most valuable customers always felt it.

To achieve this, 387 individual elements are dynamically assembled into over 13,000 personalised experiences.

We needed to push Braze as far as possible to make sure that it wasn’t just dynamic and meaningful for every customer, but also scalable and easy to maintain. After all, McDonald’s isn’t a business that stands still. Every offer, product, reward, and message might need to change, without there being a heavy lift to update these journeys.

This gave us opportunity to put our MarTech experts to work to create:

  • Re-usable content blocks that contained all of the dynamic logic, interactivity, and re-usable content
  • Catalogs that contained all of the offer, product, and restaurant content
  • Dynamic links and interactivity that connected entire customer journeys together – like a propensity modelled set of offers that allow a customer to explore which offer they want, choose it, and have it delivered to their app in seconds.
  • Finally, we made use of the Intelligence Suite to test and optimise everything at scale – without needing manual intervention.

We’re so excited that this work was a runner-up for Braze’s Partner Campaign of the Year! Stay tuned for a full case study coming soon.

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