Arcos Dorados Comércio de Alimentos Ltda: McBot

Fast-food restaurant McDonald's revived its once-popular tray liners in Brazil by making them the means to interact with an engaging Messenger bot.

Campaign details

Brand: Arcos Dorados Comércio de Alimentos LtdaLead Agency: DPZ&TRegion: LATAM

Strategy

Objective

McBot innovated by creating a new, real time relationship experience with consumers at McDonald's during meals. Using the chatbot from Facebook Messenger, we developed an extensive decision tree, where all paths awarded the user with a coupon. This flowchart became the base for the development of the artificial intelligence that sustained the dialogues via SMS, video and audio, with a very natural language. This generated over 9 million interactions during the first 10 days.

The execution took place as a test...

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