McDonald’s is using its global scale and the promise of travel opportunities to drive younger Canadians to its app.
As part of the “Frequent Fryer” promotion, every time a consumer buys McDonald’s fries using the QSR’s app, they’re entered for a chance to win a trip to try out local fries at international locations, from McShaker fries in Japan to potato wedges in France and cheesy bacon fries in Italy. Additional prizes include branded travel merchandise – suitcases, headphones, hoodies and sleep masks – as well as a promotion that rewards 4,000 bonus points when a customer orders fries four times through the app.
A campaign by Cossette promoting the effort is meant to echo the loyalty efforts of airlines and other travel programs, while also leveraging the brand recognition McDonald’s has for its fries.
The goal is to appeal to a key demographic and boost both awareness and penetration of the QSR’s rewards app with that group.
“To get Gen Z to download the MyMcDonald’s Reward app, we needed to give them a compelling reason to do it,” says Leilah Ambrose, group creative director at Cossette. “This is a generation that loves to see the world and experience different food cultures. Social revealed that no matter where they travel, there’s a local McDonald’s on the itinerary. So, we created an ownable spin on the classic frequent flyer program, taking fan love for our beloved fries to new heights.”
To support the program, the QSR is rolling out its campaign across channels commonly accessed by Gen Z: OLV, paid and organic social, display banners, digital audio on Spotify and Dax, interactive media on TripAdvisor and Amazon and a custom Snapchat lens.
OMD handled media for the campaign, which runs until June 19.
Other McDonald’s work currently in market across Canada are campaigns for its annual “Summer Drink Days,” as well as spots promoting the Quarter Pounder.
