AMERICAS McDonald's

Trick. Treat. Win!

Brand Identity & Packaging / Contests & Games / Retail Experience

CHALLENGE:

 

Noticing a pattern of decreasing visits to its restaurants during the month of October, McDonald’s wanted to introduce a month-long program that would tempt customers back. We made it our objective to turn that all around by crafting an experience that drove guest counts, reinvigorated sales and boosted brand affinity.

SOLUTION:

We developed a scary-good program called Trick. Treat. Win! that leveraged a timely Halloween theme and a chance at instant-win prizes to delight customers. And for the first time ever, our program gave customers the opportunity to choose the prizes they won.

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THE RESULTS

1.3

Billion Sweepstakes entries

4.1

Million App downloads, making McDonald’s the second most downloaded app in the App Store

AWARDS

2020 Effie Awards Finalist

Seasonal Marketing

2019 MMA Smarties

Smarties X—Silver for Relationship Building & CRM; North America—Silver for Lead Gen/Direct Response/Conversions, Promotion, Relationship Building & CRM, Mobile gaming/Gamification/E-Sports; Mobile app

2019 W3 Awards

Silver for Game or App, Contests & Promotions

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