Due to the heartbreaking pandemic and lockdowns, this summer most of the society couldn’t leave their homes. Not for holidays and not even for eating a delicious McDonald’s! So McDonald’s created a sound driven campaign using our day-to-day safety practices and hygiene measures that the brand takes seriously especially around today’s situation. Keeping their main objective hygiene, McDonald's wanted to reach their target audience in an entertaining way fitting to their product’s promise, to increase brand awareness and engagement time spent with the brand. McDonald’s promises like they always do, every bite is safe and makes people entertain not just with their delicious products but the clean service they always provide.To make sure people are having a happy and energetic time while there was one big obstacle: the pandemic and lockdowns. That is why McDonald’s came up with an idea to create a campaign at mobile games.

First of all we were well aware that safety & hygiene are the top priority for people especially during this time that all the society is going through. We know everybody was bored at lockdown and spent their time playing mobile games during the pandemic era.

Both male and female foodies and gamers that are over 8 years old who are connected to their wifi with the delivery video (given that they're connected to wifi so they can order in) and the drive through video to those who are on their 3G. We targeted 6 different states in the Middle East region; KSA, UAE, Bahrain, Oman, Qatar and Kuwait.

The campaign started on 6th of July and ended on 15th of July. We created a fun mobile video and an engaging Dynamic End Card in 2 languages of our targeted region.

We showed our mobile video ad that contains all the elements that McDonald’s provides especially during pandemic which is hygiene and delicious foods. After the audience watches the ad, where employees follow all the necessary rules like using a pyrometer, washing hands, putting face masks on and disinfecting the store, McDonald's invites audiences to engage with the add. As the video ends, the Dynamic End Card which pops up after the video allows users to tap on the icons and compose “hygiene sound” like combining the sound of scrubbing, washing, wiping, hand sanitizer and more. Sound is one of the most powerful human senses in terms of echoic memory and especially music is a huge proponent in memory call. Thanks to Audio & Tap executions, the users have influenced sound and touch senses while awaking their echoic and haptic memories via McDonald’s Hygiene music.

McDonald’s received 760,000 completed video views and 835.404 impressions with this campaign in 6 states. With more than 360.000 Open and Close Sound Engagements, the most clicked icon was Mask and Sanitizer Spray. At the same time, the engagement rate of the Dynamic End Card execution was amazingly high 47,3% which is almost 5 times higher than the 10% Audio & Tap Dynamic End Card Benchmark. 14.09% Multiple Engagement Rate of the Dynamic End Card shows that McDonal’s provided a great experience by being more catchy and enjoyable regarding drawing attention to hygiene standards. Users spent an additional 10.5 seconds on the Dynamic End Card which is above 10 seconds global benchmark.