Results and Effectiveness

46,000 check-ins were achieved in only 9 days, driving all important footfall and trial. Guest count increased 3.5% and comp sales by an eye-popping 7.3%! From McDonald’s internal research, “Taste of Food” improved by 6.5%, “Has Food I Can Eat Regularly” improved by 5.3% and ‘Value for Money’ increased by a massive 15.4%. The agency’s social media monitoring tools showed an overwhelmingly positive consumer response to the campaign and product in owned channels and more broadly across other social channels. More than 110 conversations online surrounding Chili McGrill afforded McDonald’s a 49% social SOV in the category since campaign launch.

Creative Execution

In Singapore, social media is mobile and success is all about footfall. Business requirements and media behaviours connect out of home. We needed to access mobile social media to achieve our goals. With Facebook, we encouraged consumers to check-in at our stores to collectively unlock a nationwide deal for everyone. Tying back to Singapore’s 46th anniversary, the challenge was set to achieve 46,000 check-ins to release the deal. On the microsite, consumers could see how one region was performing versus another and egg each other on to do better. On reaching 46,000 check-ins, a national Buy-One-Get-One offer coupon was disseminated via owned social channels (McDonald’s Facebook page, McDonald’s Twitter and eDMs), as well as paid media channels like Facebook, Twitter and mobile; a social framework to drive and harness talkability. People with ‘Fire in their Belly’ could work together to the benefit of the nation.

Insights, Strategy and the Idea

Using the Chili Chicken McGrill, McDonald’s was extending the campaign manifesto, ‘Make It Better’, to ensure consumers see the brand in a premium light. Communications had to change attitudes whilst ensuring an immediate rise in footfall, improvement in taste, as well as value perception scores. Consumers are passionate about McDonald’s. Our social media monitoring tool highlights masses of chatter with each new product or offer. Debate is both active and competitive – especially around new deals and limited offers. Being launched in the run up to National Day the audience was not only feeling even more nationalistic than usual, but also more group spirited. The burger rewarded Singaporeans with ‘Fire in the Belly’; people with the tenacity and undying perseverance to succeed. We created a social buying scheme that harnessed the collective national spirit, fed off regional competitiveness and, by leveraging mobile check-ins, tied the innovation back to store level.