We launched McDonald’s first ever rewards scheme by taking the McFlurry ice cream van on a nationwide tour, supported by talent activations including secret gigs and gaming experiences to create engaging social content and media interest.
We knew that in order to generate mass awareness of MyMcDonald’s Rewards, we’d need to ensure we delivered a multi-stage, integrated campaign with geographic representation.
By reaching six major cities across the UK, with relevant talent for each location, we drove relevance for the audience.
2.3m opt-ins to the app over the launch period
All sign-ups driven purely by organic PR and social
1.75m views of social media content
1000+ pieces of earned media coverage
3m Rewards points given away
