In July 2021, the Publicis Power of One (Digitas/PublicisSapient/Epsilon), in collaboration with our partner agencies, came together to help McDonald’s US launch its most comprehensive loyalty program ever.
Challenge
McDonald’s needed to give customers another reason to keep coming back to the golden arches. With many of their challengers introducing their own loyalty programs, today’s QSR landscape has never been more competitive. The Publicis Power of One was tasked with informing customers about the program and breaking through the noise by providing the most rewarding brand experience to date—all while converting customers into loyal fans in the process.
Idea
Our job was to prime customers for the transition to MyMcDonald’s Rewards, leveraging learnings from our AST program and bringing it to life across our digital channels. From driving app downloads with a first purchase incentive and educating consumers how to use the loyalty program—via McDonald’s.com, McDonald’s app and the CRM Welcome series—to tracking key customer data points for highly personalized emails and push notifications, the Publicis Power of One changed how fans think about and interact with McDonald’s, one of America’s most beloved brands, forever.
Impact
MyMcDonald’s Rewards has seen staggering results. Not only have 21 million loyalty members enrolled but they are actively engaging with the program. Since July 2021, there have been 117.5 million loyalty transactions, 121 billion loyalty points earned and 38.3 billion loyalty points redeemed, translating to approximately 25.5 million rewards (valued at 1500 points each). That’s a lot of FREE McDonald’s! Additionally, McDonald’s saw the following results:
5X lift in transactions
4X revenue for customers receiving communications
81,000 new app downloads from McDonalds.com loyalty pages
49% over paid registrations goal
96,000 digital customer growth over YoY target
McDonald’s even became the most downloaded QSR app for four consecutive months.