Using McDonald's data strategy to pass go.

We love nothing more than using a brand’s customer knowledge to create campaigns that recognise what people are doing in real time.

  • Using McDonald's data strategy to pass go.

The Golden Chances promotion is the biggest of its kind in the UK, running for six weeks at a time and offering instant prizes and millions of chances to win cash, plus food deals and VIP experiences.

We knew that the majority of customers would open the email on their mobile, so we developed a CRM campaign that delivered content, promo codes and incentives based on how customers were playing in real time. 

Strategic tactics we used included pre-launch ‘sneak peak’ emails, ‘last chance’ messaging, ‘launch’ and ‘bonus’ free play codes, and dynamic online surveys across what was a highly segmented list.

Using McDonald's data strategy to pass go.

We're pleased to say we over-delivered:  
The value added by CRM equated to approximately £2.8 million in sales - the highest ROI across all channels.

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Increase in customer satisfaction.

Mobile use is only going to increase: from 70% to 80% and above year on year. Just imagine our results next time. 

Using McDonald's data strategy to pass go.

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