Every year the QSR category battles for dominance in frozen drink sales over the summer period. There are endless options for flavours and it’s a race to the bottom for who can offer the cheapest frozen beverage. The reality is that everyone is doing the same type of promotion and activity but no one is standing out. This year we needed to do something disruptive to win over FSB customers.
When diving into the data we found that FSB customers skew younger and are high users on snap chat. With that in mind, we developed a campaign to reach the broadest audience of McDonald’s customers as possible and engage them in a fun and social way. We worked with McDonald’s to make social a part of their promotional DNA at every step of the customer journey.
We asked ourselves the following questions… What if we could convert existing McDonald’s beverage customers into Frozen Drinks advocates? What if we could do this in a fun, social and disruptive way that built equity for Frozen Coke at Macca’s over the Summer Period? What if we gave away a million frozen Cokes?
Our Campaign “Sip, Snap and Win” kicked off McDonald’s promotional period of the year with a bang! Along with a social media content blitz highlighting the promotion, we printed fun illustrated artwork and snap codes on every beverage cup. With a simple CTA of “Sip and Snap with Frozen Coke” users were invited to scan the snap code on their cup for a fun Summer AR experience inspired by Frozen Coke.
Scanning the snap code then unlocked a branded surface lens (a first for Australia) which featured mini people cooling off in a Frozen Coke inspired water world over Summer. The mini people would slide in and around the product shouting “Wooohoooo!”. To redeem a Frozen Coke users simply have to screenshot or save the AR experience and show to a staff member in the restaurant.
And the results were phenomenal for a completely new mechanic… Frozen Coke sales increased over the summer period and 156k people engaged with the lens. This then reached an audience of over 1.2 Million across their Snapchat community. Average play time with the lens was 64-seconds, an incredible result compared to Snapchat’s benchmark of 10-15 seconds. McDonald’s set a new benchmark for how to engage customers on social and developed an entirely new promotional mechanic that built product and brand equity whilst also disrupting the category.
Digital advertisement created by VML, Australia for McDonalds Australia, within the category: Food.
Senior Copywriter: Jack Emery
Illustrator: Aldous Massie
Senior Producer: Louella Campbell
Senior Strategist: Alice Green
Account Director: Ellyn Dupuis
Creative Director: Matt Geersen
Senior Art Director: Louise McQuat
Holding Company: WPP Group