McDonald’s is losing its breakfast market share against not only to its competitors with similar breakfast offerings like KFC, but also other category competitors which offer breakfast as well such as Breadtalk and even foodcourts.

The McDonald’s Morning Surprise App is an alarm that wakes you with a small surprise from McDonald’s every morning. Log in to the app with your profile and set the alarm, you are guaranteed a small, branded surprise – Anything from an inspirational quote to even a free Egg McMuffin®!

With Real-time-bidding (RTB) on the mobile platform, coupled with strong targeting filters, we reached consumers in a contextually relevant and precise way. With sophisticated tracking tools installed within the app, we optimized on the fly and re-targeted users different mobile banner creatives according to their behavior.

Marrying insight, technology and analytics, our strategy was focused on different surprises for different folks leveraging the power of mobile RTB to optimize and remarket different messaging to them according to what they want.

We want our consumers to enjoy waking up every day, looking forward to McDonald’s.

Reaching our hard-to-get audience with mobile RTB meals paid off for us!

1. Our share of breakfast grew from 20% of our day part to 30%, way above our projections.

2. More people were walking into our stores for breakfast! In addition, redemption of the products from the app generated more sales for McDonald’s. For every dollar spent on this campaign, McDonald’s generated $9 worth of sales!

3. We achieved our targeted amount of downloads within 2 weeks (instead of 6) of the campaign. To date, 8.9% of all smartphone users in Singapore has the app (1 in 12 users) – 345,265 registered users.

4. At its peak, the McDonald’s Surprise Alarm App was #1 in Free App (iOS) and among the Top #3 in Free App (Android) – Bearing in mind that we were up against popular apps like “2048” and “Flappy Bird”.