Creative Execution

We created the McDonald’s Morning Surprise App - An alarm that wakes you with a small surprise, from McDonald’s every morning. Log in to the app with your profile and set the alarm, you are guaranteed a small, branded surprise – Anything from an inspirational quote, or even a free Egg McMuffin®! One key way to make this app sustainable, was to keep it at the top of the app download charts. We deployed a combination of mobile banners, Facebook app download ads, and search extensions to drive as much visibility for the app within, the shortest period of time.

1. We achieved our targeted amount of downloads within 2 weeks (instead of 6) of the campaign. To date, 8.9% of all smart phone users in Singapore has the app (1 in 12 users) – 345,265 registered users. 2. The app had an average open rate (interaction frequency of 10.6x per week, more than 5x higher than the average 2.0x open per week (iOS & Android social app average). 3. At its peak, the McDonald’s Surprise Alarm App was #1 in Free App (iOS) and among the Top #3 in Free App (Android)

Mornings are the most dreaded part of the day. we wanted to use this key moment to expose the brand in the most pleasant way possible. The mobile phone is the last thing people put down at night, and the first thing they pick up in the morning. In fact, research done by the Pew Research Centre found that a staggering 83% of millennials use their phones as an alarm clock, and sleep with their phones within reach of their beds. Drawing on these, we wanted to create change and make mornings something to look forward to. We developed a mobile platform, that people would pick up first thing in the morning, and have a positive direct contact with the brand. Our strategy was to make our consumers them enjoy waking up every day. And to McDonald’s even more.