McDonald’s – Caffedì

Out of the box experience with the Scratch effect

Client: McDonald's
Website: mcdonalds.it
Services: Traffic

mcdonalds

Rich Media Caffedì

Out of the box experience with the Scratch effect

McDonald’s used the scratch interactive rich media to increase the notoriety and the relevance of the offer, using an original way to discover the day’s novelty to taste in the store.

History

“The global hamburger”

If the hamburger was born in Europe, precisely in Hamburg, the first McDonald’s restaurant was born in the United States in 1937 on initiative of brothers Richard and Maurice McDonald . The meeting with Ray Kroc, the founder of the brand, which was none other than their business partner for milk-based products, will give new impetus to their small company.

The target

To show the new offer in a surprising way

Thanks to this campaign, McDonald’s wanted to spread the new Caffedì promotion, keeping a fresh and joyful tone. ‘’It was important for us to support, in the long term, the free coffee initiative every first Monday of the month. For this reason, a fun and captivating format was the right way to create engagement with consumers to “memorize” the appointment.”

The solution

Rich Media with scratch effect

Exploiting the targeting power, our DSP proprietary at the same time of the launch of the new Mc Donald Caffedì promotion, has chosen to plan a format with an eye-catching visual style, which requires a short action and which incites user interaction with communication in a fresh and fun way, in harmony with the kind of user. Indeed, the user could discover the promotion only after releasing the screen from all the coffee beans that covered it, thanks to the scratch effect, and at the end discover the conditions of the promotion on the brand’s website.

The success

Good results in terms of interactions

The two-day campaign, one of teaser and one of launch, brought a good visibility of the communication and, the combination between the specific mobile user experience and of the message chosen by the brand, has determinated 20% of interactions and 6% of the users to discover the brand’s content on its site.

Client: McDonald's
Website: mcdonalds.it
Services: Traffic

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