Surprise Alarm

Contests & Games / Retail Experience

CHALLENGE:

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

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.