With the update of its mobile app, MyMcD’s, McDonald’s took the concept of grabbing food on-the-go to a new level. A partnership with navigation app Waze turned location searches into actual mobile orders and encouraged downloads of the MyMcD’s app right as Wazers were jonesing for a Big Mac. When users searched for a McDonald’s on Waze they could select their desired location and start their mobile order, right within the navigational app. Eye-catching ads used colourful iphones to mimic burgers and were placed in commuter paths to promote the partnership. Over two months, 2,000 users started their mobile order through Waze and McDonald’s increased its app user base by 23%.