McDonald's Case study TRACK MY MACCA'S by DDB Sydney

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TRACK MY MACCA'S

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Industry Fast food
Media Case study
Market Australia
Agency DDB Sydney
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Mobile Devices Gold

Credits & Description

Type of entry: Use of Media
Category: Best Use of Mobile Devices
Advertiser: McDONALD'S AUSTRAILA
Product/Service: CORE MENU
Agency: DDB Sydney, AUSTRALIA

Chief Marketing Officer: Mark Lollback (Mcdonald's)
Vice President Marketing: Madeleine Fitzpatrick (Mcdonald's)
Head Of Digital Marketing: Mark Wheeler (Mcdonald's)



Results and Effectiveness


The results:
In the first month relying on owned media alone:
• The App was downloaded 45,883 times (that's once per minute!).
• Over 51,327 people viewed our demo video and engagement was strong with 62,219 views on the core messaging screens.
• Close to 25% of users experienced the full journey through the 3D augmented world, finally 'meeting' one of the farmers who supply ingredients in the product they just tracked.
• TrackMyMacca’s received 660m impressions worth of Global PR coverage on launch



Creative Execution


The execution:
TrackMyMacca’s uses the iPhone's GPS to find out which restaurant you're in.
Image recognition software triggered by McDonald's packaging (188 million pieces were changed) calculates what you're about to eat. By combining this with the date and time, the App accesses McDonald's comprehensive supply chain in real-time to find out the story of the exact product sat in front of you.

3D augmented reality then turns restaurant tables into stages, letting users pick an ingredient and find out all about it. Customers can then share their experience via Facebook and encourage their friends to try the App themselves.



Insights, Strategy and the Idea


The challenge:
For over a decade McDonald's have tried to change people's negative perceptions of their food. The traditional channels haven't worked: 50% of Australians don't trust their ingredients. How could we change attitudes and bring some magic back to the restaurant experience?


The idea:
TrackMyMacca's is an augmented reality mobile app, that for the first time ever, lets customers track where the ingredients in the food they just bought came from.