While among the first to launch mobile ordering in the Philippines, McDelivery faced tough competition not only from top fast food players, but also from food aggregators and start-up apps that promise to deliver from an ever-expanding list of food options.

How to stay relevant without having to do promotional menu offers, or investing in new technology? How to differentiate without overpromising on speed of service? Bottomline - how not to get left behind?

For one day, we hacked Instagram Stories and gave its users the power to order with a doodle. Designed exclusively for mobile and dubbed DOODELIVERY, it couldn’t have been more fun or more convenient : Just doodle , DM, and we’ll deliver!

Leading up to Doodelivery day, we primed the audience with sequential messaging and targeting – first capturing their interest with the concept, following through with fun tutorial videos and finally inspiring with sample doodles from local illustrators with strong Instagram fanbases. Reaching 11.2 million netizens on Facebook and Instagram mobile in 4 days, we wanted them hungry and ready to flood our inbox with doodle orders.