“Undas” (The Day of the Dead) is a long-standing tradition in the Philippines. During this season, guest counts to McDonald’s are lower than usual, with Filipinos flocking to the cemeteries to spend time with their departed relatives.

The Philippines is the social media capital of the world – and most Filipinos, wherever they are, are almost never without their phones. During this time, hunger-related conversations spike up by 30% (vs regular day), and traffic-related mentions go up by 20% (vs regular day).

In the middle of the cemetery, during the 3-day stretch of “Undas” from October 31 to November 2, we put up The McDelivery Pin, a 14-foot tall landmark linked to the McDelivery app.

Geo-targeted announcements were sent via social media (Facebook, Twitter, Waze ads) to hit the right target audience: the hungry cemetery-goers. Integrated into the McDonald’s app and mobile site, the McDelivery Pin appears on the app interface as a recommended pick-up point when the customer checks out his order for delivery to the memorial park.

The giant McDelivery Pin is searchable on online maps Google and Waze, so rider and customer can easily find each other in a wide, crowded area. It also lights up at night for easy visibility.

In the middle of the cemetery, during the three-day stretch of “Undas” from October 31 to November 2, we put up The McDelivery Pin, a 14-foot tall landmark, linked to the McDelivery app.

Geo-targeted announcements were sent via social media (Facebook, Twitter, Waze ads) to hit the right target audience: the hungry cemetery-goers. Integrated into the McDonald’s app and mobile site, the McDelivery Pin appears on the app interface as a recommended pick-up point when the customer checks out his order for delivery to the memorial park.

The giant McDelivery Pin is searchable on online maps Google and Waze, so rider and customer can easily find each other in the wide, crowded area. It also lights up at night for easy visibility.