‘Making delicious feel-good moments easy for everyone’ is not just another vague brand promise for McDonald’s. It is at the heart of what they do best, enable simple moments of happiness around their food.

Being the reigning champion of convenience it was natural for McDonald’s to enter the online delivery service. However, after its launch the McDelivery app faced a real challenge with a multitude of generic food delivery apps more agile with promotions and offers.

Despite exciting bundle offers with entertainment partners like OSN, McDonald’s consumers were not convinced that they needed the McDelivery app on their phone. Only few downloaded it the app, enjoyed the promo code with their order and then went back to ordering through the call center or through a competitive app, forgetting and deleting the McDelivery app.

The Promoticon campaign launched across 6 markets in the GCC region for a 7 weeks period.

The first step was to create awareness around the McDelivery app and convince active McDelivery users to shift from call centers to download the mobile app. Knowing that the regional culture revolves around driving and mall related activities, we first launched the Promoticon campaign by going outside of people’s phone, on billboards and radio waves.

We then started to get people excited by revealing the great Promoticon news and the first “Free McNuggets” offer on the most popular social media channels in the region: Facebook, Instagram and Twitter.

The ultimate step was for us to get people to not only keep the app but also encourage others to download it in order to grow the McDelivery app community. We invited people to share the news and tag their friends to enjoy the promotion together.