Brief Explanation

In the middle of the cemetery, during the 3-day stretch of “Undas” from October 31 to November 2, we put up The McDelivery Pin, a 14-foot tall landmark linked to the McDelivery app. Geo-targeted announcements were sent via social media (Facebook, Twitter, Waze ads) to hit the right target audience: the hungry cemetery-goers. Integrated into the McDonald’s app and mobile site, the McDelivery Pin appears on the app interface as a recommended pick-up point when the customer checks out his order for delivery to the memorial park. The giant McDelivery Pin is searchable on online maps Google and Waze, so rider and customer can easily find each other in a wide, crowded area. It also lights up at night for easy visibility.

Execution

The McDelivery Pin is a 14-foot tall physical structure that links the McDelivery App, online navigation apps and maps, and is integrated with the existing McDelivery system. Hungry cemetery-goers receive geo-targeted ads in the vicinity of the memorial park, prompting them to order. Using the McDelivery app to browse the menu and checkout like usual, the interface recommends the pin as a pick-up point – a physical meet-up area that is easy to spot from a distance, but also searchable via Google and Waze: so that customer and rider can conveniently find each other in the wide, sprawling area.