Deals so distracting they were unskippable

MY ROLE

• Strategic Development

• Platform Partner Engagement

• Client & Team Leadership

THE PROBLEM

The internet is an endless scroll of distraction. If you took a break from reading this entry and jumped on Instagram and TikTok and it’d be hours before you came back. The same applies to the average Macca’s customer, which puts us in a tricky position.

When we try to show up with messages as functional as “download our app”, people immediately swipe to the next thing they’re actually interested in. 

WHAT WE DID

What if we could be just as distracting as the videos they loved the most? By learning from what they were actually interested in, at the exact time they were watching it, we could short circuit that swiping behaviour and keep them engaged in our message.

We hid 30 retail offers inside 30 pieces of content. For a whole month, whenever something trended on TikTok or Instagram – we created a Macca’s version. Everything is cake? Yep, here’s a Big Mac Cake (and a $1 Big Mac). Trick shots? Here’s ours (and a $2 McFlurry). Custom Carpets? You bet. Here’s ours.

THE RESULTS

It worked. Like, really worked. Turns out, sometimes, people just need to be tricked (a little) into buying something they always loved.

• 250% increase in campaign reach (versus previous year)

• 476,000 App Installs

• 2.8M Daily Deals redeemed

• Contributing to $53million in Sales through the MyMacca’s app, a 3.7% increase in growth.

You can read more about the results on WARC in this case study.

AWARDS

• Effies Asia Pacific | Gold

• Best Ads | Best Interactive

• Feel-Good Marketing Awards | Social First | Gold

LIVE LINKS, IF YOU’RE INTO THAT SORT OF THING.