McDonald's app
TWO -2.0
Today you don't exist if you're not in the digital tribe. That's why McDonald's has its app with good discounts and offers that only appear there. But despite the various bargains, the application is not popular enough.
Especially among young people, who seem to be the most popular audience of the application, because of the economy, it provides.
So we decided to take on the challenge of making the McDonald's app popular among teenagers.
We started looking for a problem in ourselves. And in the process, realized that the problem is much more global.
The problem is the phones! Literally and figuratively. There are dozens of applications on teenagers' smartphones. And favorite ones are social media.
So how to attract attention and beat their favorite social media apps?
To be a part of youth culture, to communicate with teenagers in their language — digital language!
We decided to refer to influencers, and opinion leaders from their favorite social media.
And also used digital style in all campaign materials.
And here's what happened...
McDonald's launched a pair of products with a 20% discount. The tasty two were only available to those who had the McDonald's app. That literally means:
you have the app = you are in a tribe.
We started with the teaser of the campaign offline.
Of course a "secret" teaser: an unusual outdoor that showed everyone what needed to be done and even hinted at for what. (For 🍔 &🍟 of course!)
The QR code on the boards led directly to our trendy landing page campaign. And declared - you are in a tribe now!
So after catching up with the hype, we dropped a video with an influencer, blogger YanGo.
"Cheese and Fries, Cheese and Fries".
Oh, well, it's impossible not to sing along!
And what about social media ruckus, you ask?
Simultaneously with a video, on TikTok,
we launched the flashmob #парамінус20!
Of course, with another favorite influencer
of Ukrainian teenagers singer Nadya Dorofeeva!
Watch here
And our flashmob gained traction among alls.
Follow an active hashtag to watch #парамінус20
And we reached our goals!
Downloads of the application highly increased and now,
McDonald's app is something that takes a special place
in phones of young Ukrainian.
Cheese and Fries, Cheese and Fries
🍔 🍟 - you can find any perfect two inside!
