This work is relevant for the category Direct because we developed the campaign and launched an exclusive product in our exclusive mobile app. We didn’t need any other spaces or ways to let people know about MySneakers.The entire idea was based on our relationship with the app users and how they think and interact with the app.We wanted to reward our loyal users, as well as invite those who haven’t used the app before, to enter MyApp and discover all its new and unique products. Also, we wanted to give them a chance to walk away with great Big Mac

MyApp by McDonald’s is one of the best ways for McDonald’s to communicate and connect with its customers. A touchpoint where people can get special offers and extra value for what they buy. Even so, a lot of loyal customers are not using the app, and many have not even registered. Our task here was not to come up with a simple stunt or a launch but rather create a unique idea that would draw people towards using MyApp, and in doing so, show the real potential behind MyApp by McDonald’s.

To attract attention and showcase the potential of being part of MyApp, we designed and launched the most exclusive product by McDonald’s yet: MySneakers. 500 pairs of unique Sneakers, designed in two colors, made with sustainable products and wrapped in custom packaging. Brand new cool pair of McDonald’s sneakers were designed to mark the start of a new era of MyApp by McDonald’s full of incredible products.

To communicate the sneakers, we launched a full 360 campaign consisting of influencers, fashion events, and new technologies. We got together with Nil Ojeda, one of the top influencers in Spain to reveal the sneakers during his stream in a delicious unboxing.We also gave him a pair to wear for the cover shoot of GQ Magazine. Inside the app, we created our own website where users had the chance to discover our sneakers together with an AR filter to try them on wherever.

Historically, a launch of new shoes by any brand builds a lot of hype. Sneakers represent a big part of pop culture and are something people are willing to wait in line for.That’s why, when we debated about which product would fulfill our needs for notoriety and brand awareness, we decided to create MySneakers.

Just as we did with our sneakers idea, when building our communication campaign, we kept in mind how our young audience thinks and behaves.For example, we partnered with Nil Ojeda, one of the hottest lifestyle and fashion content creators in Spain so he could launch and promote our pair of MySneakers. He even appeared on the front page of GQ magazine wearing MySneakers by McDonald’s. We also developed a full experience available within the app, where users could try the sneakers on using an AR filter and discover every detail on them thanks to our customized.

We started by contemplating which product to create. Once we decided that sneakers were the best idea because of the fashion hype they can create, we started designing the exact model. We worked on a number of designs and played with a few ideas for colors and materials. Once that was decided on, we took time and carefully created the perfect unboxing experience.Once all that was done, we started designing our communication campaign. We needed a perfect partner to launch our sneakers, so we chose Nil Ojeda to do our exclusive unboxing live on his streaming channel.

We created content for social media too and we even sent Nil some sneakers for his red carpet event and his cover shoot for GQ.Lastly, and to keep the hype sky high, we launched our main AR filter so users could try the sneakers on within MyApp, making that the last fun.

In the first week more than 181K people visited our app, we had 130K new users registered, 165k people tried the sneakers on real time and we got 351K impressions on our offers.

25k people saw the unboxing live, we reached 12MM media impressions on social networks and increased 13% of our instagram followers.

We reached more than 2,75MM impressions on GQ and our press release was seen by more than 39MM users, and we topped a total of 72MM impressions during the campaign.

According to a report by Modaes.es, in 2021, sales of sneakers in Spain increased by 25% compared to the previous year.

The sneaker market in Spain has experienced steady growth in recent years. In 2019, more than 139 million pairs of sneakers were sold in the country, an increase of 5.6% over the previous year, according to data from the Spanish Footwear Manufacturers Association.

Sneakers are the preferred footwear of Spaniards, according to a survey conducted by the Federation of Independent Users-Consumers (FUCI). Eighty percent of those surveyed said that they use sneakers as their regular footwear.

In recent years, many international sneaker brands have opened stores in Spain and have collaborated with Spanish designers and artists, demonstrating the interest and demand that exists in the country.