McDonald's
To stand out in a sea of competition and to boost McDelivery orders, the iconic brand knew it needed to engage young, single millennials and college students globally. We. set out to create relevance with this discerning audience by capitalizing on an emerging trend that they were starting to embrace.
Marrying our research on a growing “cozy culture” with brand data showing 60% of McDelivery orders being placed at night, We. understood that for our audience, going out was overrated. To motivate people to stay in and order via McDelivery, We. created Global McDelivery Night In in 50 global markets and rewarded customers with cozy branded items — socks, slippers, sweats and more — for enjoying delicious, craveable food at home, in comfort.
Global McDelivery Night In drove massive earned media and social conversation and, more importantly, delivered real business results. The event shattered sales records with a double-digit increase in global sales and led to the most McDelivery orders ever in one day.
“McDonald’s is encouraging everyone to sit back and relax at home during the global holiday, McDelivery Night In. [The] merch is all you need for the comfiest evening at home.”
Elite Daily
