Distractingly Delicious Deals.
30 retail offers hidden inside 30 pieces of trending TikTok and Instagram content. Functional comms, dressed up to win the scroll.
The internet is an endless scroll of distraction. If you took a break from reading this entry to jump on Instagram or TikTok, it'd be hours before you came back. The same problem applies to the average Macca's customer: every time we showed up with something as functional as 'download our app', they swiped to the next thing they were actually interested in.
What if Macca's could be just as distracting as the videos people loved most? By learning what was already trending and matching the format on the spot, we could short-circuit the swipe and keep them engaged in our message for free.
We hid 30 retail offers inside 30 pieces of content. For a whole month, whenever something trended on TikTok or Instagram, we made a Macca's version. 'Everything is cake'? 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.
It worked. Like, really worked. 250% increase in campaign reach vs prior year. 476,000 app installs. 2.8M Daily Deals redeemed. The campaign contributed $53M in MyMacca's app sales, a 3.7% growth lift. Sometimes people just need to be tricked (a little) into buying something they already love.