MyMcDonalds is McDonald's loyalty program. It works through McDonald's app where you can get points and discover offers.

Most of the people who regularly go to McDonald's don't use it or even have the app.

That is something we wanted to change, creating something new and unique, that delivers new people to the app, gets regular users to get more from McDonald's and people who like the brand, a new reason to join us.

To engage people into using our MyMcDonald's app we need to create something different, that catches attention, makes people talk about it, and finally offers them a new experience to elevate our.

That's where the idea of creating MySneakers, the first ever sneakers from McDonalds. A rare item, super exclusive, that you can only get using points inside the app.

Also, we created a big campaign for this event. Our strategy was to launch our new sneakers like we were a top fashion line. We use influencers, in shop events, and even an AR filter where you can try the shoes without having them.

Our target audience was anyone who likes McDonald's, goes regularly to our restaurantes, or likes fashion and sneakers.

Our approach was to give them something new, a new kind of experience, positioning McDonalds and its app as a new way to connect and get special offers.

First of all we create and design MySneakers. We designed them to follow McDonald's heritage and bring it to the streets. We use recycled materials and vegan leather to increase the value.

After that, we launched them in a special event with Nil Ojeda, one of the top streamers and influencers here in Spain.

We did an unboxing with Nil where the sneakers were presented to the audience.

On top of that we presented our sneakers in the app, created content in social media, and even developed an AR filter where you can try them inside the app.

Also we showcase them in some of our flagship restaurants.

Finally we agreed with Nil Ojeda to bring those sneakers as part of his outfit in his cover of GQ magazine, and several fashion and influencers events.

+131K new users registered.

+165K people tried them in real time using our filter inside the app.

+12 MM of social media impressions.

+39MM press release

Up to 72MM of total impressions.