McDonald's: 'I'm Lovin' It Live'

Customers flocked back to McDonald’s when restaurants reopened after the first Covid lockdown. But with annual digital targets under pressure and another lockdown looming, McDonald's wanted to boost wider adoption and retention on the My McDonald’s app to make up for lost revenue, whilst also giving customers a lift at the same time.

We worked closely with McDonald's CRM agency Armadillo and Leo Burnett's to devise I’m Lovin’ It Live – a once-in-a-decade live music event hosted via the My McDonald’s app and supported by a series of generous digital offers and moments to motivate downloads and ordering. All while bringing back the feel-good factor in the safety of customers’ homes.

The gigs ran over 3 days, with big name acts also given the chance to perform once more (albeit without crowds in a virtual setting) with many experiencing concert cancellations throughout the summer.

The branded event was promoted across multiple touchpoints - with strategic integration across Global's radio network and heavy targeting of fans of the artists across social media, leveraging acquisition formats to entice people to download the Macca's app - alongside special food offers and limited edition merch.

The campaign saw 750k stream via the app, a 304% increase in app downloads, but also drove uplifts in multiple metrics - including 12% uplift in social follows, and 8% uplift in brand affinity scores. Most importantly, more food was ordered - with a 178% increase via the app and an ROI of 44:1 for the entire programme.