ASIA PACIFIC MIDDLE EAST McDonald's

Surprise Alarm

Contests & Games / Retail Experience

CHALLENGE:

McDonald’s wanted to increase breakfast traffic for Singapore, Taiwan and Australia. The problem: people hate mornings.

SurpriseAlarm_SingleImage

SOLUTION:

So we gave them something to look forward to.  

We created McDonald’s Surprise Alarm, an alarm clock app which delivered a fun surprise every morning. Users received food items, partner prizes, music tracks, entertainment and more.

RESULTS:

The program created a prolonged increase in sales. During the 2.5 years of the program, over 164 million prizes were delivered in Singapore, Taiwan and Australia. In Taiwan, 12.6% of the smartphone market installed the app. In Singapore, 19.3% of all smartphones used the app.

With over 7.5 million app opens per day, the McDonald’s Surprise Alarm built brand affinity, increased visits and drove incremental transactions.

AWARDS

Effie Awards Asia Pacific

GOLD - Multi-Market - Products & Services