Campaign details
Agency: Armadillo, Leo Burnett, OMD UK and Red ConsultancyClient: McDonald's Restaurants UKCampaign Name: McDonald's: I'm Lovin' It Live
Customers flocked back to McDonald's when restaurants reopened after the first lockdown.
But with digital targets under pressure and another national closure looming, the chain needed an activation strategy to boost adoption and retention on the My McDonald's app.
Strategy
McDonald's required a bold strategy to acquire and activate customers authentically, and in a way that would avoid mass acquisition, followed by mass exodus.
I'm Lovin' It Live was born. The team created a unique,...