McDonald’s was the first FMCG brand which used WL Messenger TAB in Turkey.The TAB was on-air between April 2008–March 2009 and it was visited by nearly 300.000 users and received 35.000 clicks each month.

Campaign supporting banners received 180.000 clicks.The impact helped us increase both brand awareness and target audience’s interest.

To capture Messenger users attention we aired “Home Delivery Service is here soon” teaser TAB before airing main “Home Delivery Ordering” TAB, 2 weeks later when messenger users’ interest peaked we began airing main TAB.So Home Delivery Service was just a click away from Messenger users.Via TAB, Home Delivery members could order what they want by entering their username and password.To increase impact and awaraness of this campaign, we planned 2 weeks banner airing and text link usage at Messenger.Additionally, we gave a mini-roadblock support between 09:00 am–06:00 pm.

Since Home Delivery launch, we always planned a different, creative and noteworthy media usage,to be the first reminded brand when customers get hungry.The challenge was to find a new and different way to take a place in customer’s dailylife and grab their attention when they feel hungry.When looked at the target audience's media usage,decided to focus on internet since it’s consumers’ primary communication channel for interaction and Messenger became our solution with 26 million members.Customers’ interests are focused on social activities,friends and networking is important.They’re used to new technology and Messenger plays an important role in their lives.They chat with friends for hours and with Home Delivery Messenger TAB we presented them a food ordering opportunity without interrupting their chatting.So, we put an Home Delivery Ordering module into WL Messenger TAB to highlight “Whenever I’m hungry, McD Home Delivery Service’s there” message.