This was originally published on Marketing News and has been translated into English.
To relaunch the MyMcDonald’s app and showcase some of the prizes that customers can obtain by accumulating points with each purchase, McDonald’s has carried out a striking outdoor campaign on the giant screens of ‘Callao City Lights’, located outside ‘Cine Callao’ in Madrid.
The 3-D optical effect is magnified by the large format digital displays from Callao City Lights and shows a pile of coins jumping from a mysterious safe which are then collected to show a smartphone with a QR code. The animation ends with one of the brand’s menus jumping from the smartphone, to the inside of the screen, as if it is really inside the support.
The campaign began 1st June and will run for two weeks. The design and development of the 3-D animation is by BCN Visuals, the media management by OMD and creative by TBWA.
The new MyMcDonald’s App has, as one of its main innovations, a loyalty program where the brand intends to reward its customers. The program is based on a system of accumulative points that can be exchanged for offers on iconic products, brand merchandise and other benefits designed exclusively for app users. The new app also incorporates a game called Burger Crush, where users must exchange classic McDonald’s products by creating a combination of three or more to obtain a score.
Among the many benefits for customers, it is worth highlighting theaccess to Audible, Amazon’s audiobook and podcast service, which will be available for free for a limited time to app users.
Natalia Echeverria, Chief Marketing & Digital Officer for McDonald’s Spain: “Innovation is part of McDonald’s DNA. We wanted to present our new app innovating not only in design, but also in usability and navigation. With this campaign, we continue to improve the customer experience by generating moments of fun in each of the consumer’s interactions with the brand”.
Sagrario Carrasco, Brand Lead at OMD Spain: “We must use innovation and technological and digital evolution in order to be more relevant in our communications, and thus generate a greater connection with the consumer. Without a doubt, with this campaign, we have managed to convey the message in a disruptive way”.