McDonald’s Icon Club case studyLogoGrab: powered McDonald’s Italian Icon Club campaign

“The campaign saw a +50% in engagement on social channels by Millennial’s target”

LogoGrab built a consumer engagement platform for McDonald’s to ‘hero’ their menu icons

200,000 downloads of the mobile app within one month

7.5 million social impressions from the media

50,000 tracks uploaded

The Campaign brief

McDonald’s noticed a decline in Millennial customers and wanted to re-engage with them. They wanted to do something unique and exciting that would lead to the return of Millennials to McDonald’s.

McDonald’s decided to create a consumer engagement platform to ‘hero’ their menu icons, and to connect Millennials to McDonald’s through their love of music.

McDonald’s recorded typical sounds of their restaurants and associated them with Icon Club images. These sounds could then be used to create songs and uploaded to the McDonald’s Icon Club channel, which was played in Mcdonald’s restaurants globally.

How LogoGrab helped

M c D o n a l d ’ s c h o s e L o g o G r a b ’ s i m a g e recognition technology because it is fully customisable and easily integratable with any application.

Using this technology, customers could grab the McDonald’s icons, which were located in different locations around the city — on bus stops, billboards and even graffitied on walls.

By grabbing the icons with their smartphones, consumers were able to unlock new sounds and create tunes that could be shared with friends.

During the campaign Mcdonald’s continued to drive engagement through the connection of the mobile app to social media platforms.

Results

LogoGrab activated the consumer engagement platform for McDonald’s to ‘hero’ their menu icons. The augmented-reality campaign launched in March 2015. The aim: to reconnect Millennials with McDonald's.

The campaign resulted in over 200,000 downloads of the mobile app within one month and saw 50,000 tracks uploaded to the McDonald’s Icon Club channel.

During the Icon Club campaign McDonald’s saw a 50% increase in engagement on McDonald’s social media channels. McDonald’s Icon Club users were able to download their recorded tracks and share them with their friends.

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