McDonald's: The McDonald's behaviour accelerator

McDonald's, the fast food chain, sparked a reactivation uplift in its app customers in Hong Kong by focusing on individual behaviour and preferences.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sEntrant company: McDonald's Hong KongIdea creation: DDB, Hong Kong / The Thread Team, LondonMarket: Hong KongSector: Restaurants & takeawaysMedia channels: Mobile & apps, Sales promotion, Social mediaBudget: Up to 500k

Executive summary

Often the problem with recurring campaigns is that no one questions why we're doing it this way?

So when McDonald's in Hong Kong realised that the effectiveness of its app reactivation strategy was stalling, the team decided to look again at the problem - but this time through...

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