McDonald's launches ‘More Rewarding McDonald's Moments' multichannel campaign

David Murphy

McDonald’s has launched a multichannel campaign, ‘More Rewarding McDonald’s Moments’, to promote its MyMcDonald’s Rewards loyalty programme. The centrepiece of the campaign is a film created by Leo Burnett and running on YouTube. It tells the story of a truck driver, out on the road wanting to be back home with his partner. He stops off at various McDonald’s on his journey, collecting points with each purchase. Finally, he arrives home, having collected enough points for a McChicken Sandwich, which he gives to his partner.

The film is supported by social, influencer, radio and OOH content. Each will promote the arrival of MyMcDonald’s Rewards, explaining how users are able to engage with the programme while outlining rewards up for grabs.

To bring 'More Rewarding McDonald’s Moments' to life in a personalised way and encourage customers to sign up to the new loyalty scheme, McDonald's implemented a CRM campaign, led by Armadillo. The campaign explained how the loyalty scheme works, guiding customers on how to start earning rewards. Millions of customers were reached over email and push messages.

To support the launch of MyMcDonald’s Rewards through paid media, OMD UK is deploying a series of fame-driving tactics to excite audiences and encourage app downloads. A highlight of the plan has been the development of a bespoke online roadblock, which has seen OMD UK partner with all major UK digital and social partners and was expected to reach 70 per cent of UK users on day one. The launch also marks the brand’s first paid campaign with TikTok.

“We are delighted to be bringing MyMcDonald's Rewards to the UK, giving the nation even greater value and more of those rewarding moments that fans of the brand love so much,” said Kat Howcroft, Head of Marketing at McDonald’s UK and Ireland. “This campaign epitomises the importance of those little lifts and I cannot wait to see what everyone thinks of it."