Instead of changing the whole app platform or meddling with the app coding, we created a promotion changing something smaller: Our App Icon.

We call it "The Promoticon"

By updating the McDelivery app icon design, people can easily discover what McDonald's product they get for free with each order.

If the icon is a Big Mac, people get a free Big Mac, if it is fries, free fries, Same with Mcnuggets, apple pie, McChicken and many more iconic products.

The Promoticon campaign launched across 6 markets in the GCC region for a 7 weeks time period. Knowing that the regional culture revolves around driving and mall related activities, we launched first by going outside of people’s phone. To create a maximum awareness, we launched “Introducing Promoticon” through radio and billboard encouraging people to download and discover the new look and function of the app. The online launch of the campaign consisted into the release of a video explaining the “What and How Promoticon” on Youtube desktop and mobile. We started the conversation online by announcing the great Promoticon news and the first “Free McNuggets” offer on the most popular social media channels in the region: Facebook and Instagram.

Within the first week of our campaign our Promoticon social content received more than 125,000 interactions. On Facebook people started to share the good news with their friends and family, praising the initiative and tagging people in their comments for them to download the McDelivery app and enjoy the offer of the moment. During the first week of the campaign, we increased the number of orders through the McDelivery app by more than 200% on average across the GCC region, with a skyrocketing number of 459% increase in Kuwait. And it was just the beginning, the consumers loved it so much that McDonald’s decided to adopt the Promoticon as a seasonal promo campaign, planning the release of new promoticons and creating a true McDelivery loyalty amongst its consumers.