2024 Winner
BronzeBest Integrated Campaign - Budget Over $250,000
McDonald's
"Frequent Fryers Program 2.0"
OMD
"Frequent Fryers Program 2.0"
OMD
In recent years, McDonald’s introduced the MyMcDonald’s Rewards brand in Canada. To continue momentum and grow the user base amongst Gen Zs, they needed to think differently about how to foster loyalty. Sizing the market, they saw that to hit the brand’s business goals they needed to generate interest in both users and non-users of MyMcDonald’s Rewards.
The agency needed an idea that would convince Gen Z to keep coming back and reengaging with the app to give them an edge over other quick service restaurants.
McDonald’s has so many iconic menu items, but a perennial fan favourite are the world-famous fries. So, McDonald’s brought McShaker Fries to Canada in four international flavours (churros, masala, tzatziki, and ramen) and encouraged Gen Z to download the app to score them.
As a generation that loves to see the world and experience different food cultures, they created an ownable spin on the classic frequent flyer program, taking fan love for the McDonalds fries to new heights. The brand brought back the “Frequent Fryer Program” and took it to another level by sending fans on a scavenger hunt for frycons (fry-icons, a 5-digit alphanumeric code enterable in the McDonald’s app) for a chance to win the new McShaker Fries. With Frequent Fryer Program 2.0, every frycon code entered by fans earned them a chance to win McShaker Fries and other exciting prizes.
Social revealed that no matter where Gen Z travel, there’s a local McDonald’s on the itinerary. So, the agency created an ownable spin on the classic frequent flyer program, taking fan love for their beloved fries to new heights – literally.
In partnership with the creative agency, McDonald’s Canada leveraged a combination of OLV, bespoke paid social, organic social, display banners, digital audio on Spotify, interactive media on TripAdvisor and Amazon, and a custom Snapchat lens to promote the program with an omni-channel approach.
To ensure awareness was at its peak, they had a single-minded digital strategy to be everywhere. Players could find frycons at any point as digital natives. Within Reddit, Snap, TikTok ads or organic Instagram Stories. They appeared on brand spots on YouTube and CTV, within Spotify companion banners and even living rooms through an AR lens.
They could get lucky and match with one on Tinder, win one playing games, find them on OOH billboards, nighttime projections and even a special McDonald’s rotating suitcase left behind at the baggage carousel at Pearson International Airport in Toronto.
With 200 unique codes to find, users embarked on the hunt and banded together in droves, taking to online forums to share their discoveries. For four weeks, the Frequent Fryer Program became a viral event for casuals and completionists alike.
This experience was delivered through a truly integrated campaign, they looked to environments where Gen Z spend most of their time, gamified the experience to bring a fresh take on the frequent flyer program that anyone could participate in. For Frequent Fryer Program 2.0, the world
became the playground.
The brand surprised and delighted fans with frycon codes in both digital and IRL. Fans could catch them on TV and YouTube videos. In video games and dating apps. And all of it was integrated back to the app – encouraging fans to become MyMcDonald’s Rewards members and experience all the benefits that come with it.
Frequent Fryer Program 2.0 was a total success. During the length of the campaign the brand earned 280K new MyMcDonald’s Rewards registrations – 185% of target!
The campaign also delivered 378M paid media impressions which spurred app engagement with over 3.4M frycon codes entered by 330K+ users.
Other key performance metrics were an 18% lift in app and MyMcDonald’s Rewards registrations vs ingoing, a 14% in new user transactions vs ingoing, a 5% lift in the fry category and 43% of all McShaker Fries sold were through the McDonald’s app.
The agency needed an idea that would convince Gen Z to keep coming back and reengaging with the app to give them an edge over other quick service restaurants.
McDonald’s has so many iconic menu items, but a perennial fan favourite are the world-famous fries. So, McDonald’s brought McShaker Fries to Canada in four international flavours (churros, masala, tzatziki, and ramen) and encouraged Gen Z to download the app to score them.
As a generation that loves to see the world and experience different food cultures, they created an ownable spin on the classic frequent flyer program, taking fan love for the McDonalds fries to new heights. The brand brought back the “Frequent Fryer Program” and took it to another level by sending fans on a scavenger hunt for frycons (fry-icons, a 5-digit alphanumeric code enterable in the McDonald’s app) for a chance to win the new McShaker Fries. With Frequent Fryer Program 2.0, every frycon code entered by fans earned them a chance to win McShaker Fries and other exciting prizes.
Social revealed that no matter where Gen Z travel, there’s a local McDonald’s on the itinerary. So, the agency created an ownable spin on the classic frequent flyer program, taking fan love for their beloved fries to new heights – literally.
In partnership with the creative agency, McDonald’s Canada leveraged a combination of OLV, bespoke paid social, organic social, display banners, digital audio on Spotify, interactive media on TripAdvisor and Amazon, and a custom Snapchat lens to promote the program with an omni-channel approach.
To ensure awareness was at its peak, they had a single-minded digital strategy to be everywhere. Players could find frycons at any point as digital natives. Within Reddit, Snap, TikTok ads or organic Instagram Stories. They appeared on brand spots on YouTube and CTV, within Spotify companion banners and even living rooms through an AR lens.
They could get lucky and match with one on Tinder, win one playing games, find them on OOH billboards, nighttime projections and even a special McDonald’s rotating suitcase left behind at the baggage carousel at Pearson International Airport in Toronto.
With 200 unique codes to find, users embarked on the hunt and banded together in droves, taking to online forums to share their discoveries. For four weeks, the Frequent Fryer Program became a viral event for casuals and completionists alike.
This experience was delivered through a truly integrated campaign, they looked to environments where Gen Z spend most of their time, gamified the experience to bring a fresh take on the frequent flyer program that anyone could participate in. For Frequent Fryer Program 2.0, the world
became the playground.
The brand surprised and delighted fans with frycon codes in both digital and IRL. Fans could catch them on TV and YouTube videos. In video games and dating apps. And all of it was integrated back to the app – encouraging fans to become MyMcDonald’s Rewards members and experience all the benefits that come with it.
Frequent Fryer Program 2.0 was a total success. During the length of the campaign the brand earned 280K new MyMcDonald’s Rewards registrations – 185% of target!
The campaign also delivered 378M paid media impressions which spurred app engagement with over 3.4M frycon codes entered by 330K+ users.
Other key performance metrics were an 18% lift in app and MyMcDonald’s Rewards registrations vs ingoing, a 14% in new user transactions vs ingoing, a 5% lift in the fry category and 43% of all McShaker Fries sold were through the McDonald’s app.
Credits
Creative Agency: CossetteAdvertising Brand: McDonald’s Canada