The way to a consumer’s stomach is through mobile—at least, that’s what McDonald’s is proving.
The burger joint just bagged 6.4 million mobile impressions and reached 1.9 million unique consumers thanks to a creative strategy. When drivers navigating with the Waze app stopped near certain billboards containing Mickey D’s ads, geofencing technology enabled the brand to serve them full-screen mobile ads with a “drive there” call-to-action. The result? In over 8,400 navigations, the driver activated the call-to-action.
It’s no secret that mobile is a winning method for restaurant brands to lure loyalty, especially via apps with built-in rewards programs, reordering tools, and order history. In fact, 63% of brands benchmarked in Gartner L2’s Digital IQ Index: Restaurants have integrated loyalty program sign-ups in their mobile apps, while 71% include order history and 35% feature a reorder button for customer convenience. McDonald’s has seen success with its delivery app as well as partnerships with players like UberEats, but its latest installment takes mobile to the next level by pairing geolocation with physical billboards.
In addition to mobile delivery options, McDonald’s has made notable efforts to enhance the digital experience through customization, such as enabling consumers to build their own meals on its app. It’s also a prolific video advertiser. The new promotion also carries a layer of customization, as it caters directly to a consumer’s mobile location and breaks barriers by presenting billboard-style ads on the small screen.
But with competitors including chief rival Burger King rolling out their own location-centric digital tools and a slowly sinking spot in Gartner L2’s rankings, doubling up on its own digital-meets-physical synchronizations might be just what McDonald’s needs to stay afloat in the fast food industry.