In terms of expanded value proposition and overall brand growth, McDonald’s seems to be doing all the right things lately. From introducing digital order boards in its restaurants, to launching an all-day breakfast menu, to partnering with UberEATS as a delivery method, the QSR leader certainly seems to be working with the customer experience at the centre of its business and brand decisions.
Yesterday, in celebration of the new UberEATS partnership, McDonald’s publicized a line of funny clothing articles and other items like blankets and pillow cases to be offered for free with any delivery order (through participating restaurants). While the items were free for McDelivery Day only, this launch served as an excellent surprise and delight activation for McDonald’s fans, introduced an exclusive product line that drove sales, and acted as an expanded piece in the UberEATS partnership – a triple threat!
Not only that, but the McDelivery Day promotion also leveraged influencer marketing with celebrity Chrissy Teigen backing the merchandise. Teigen, a known McDonald’s fan herself, surprised customers in New Jersey by taking on delivery duty, adding another level of value to the user experience. An Instagram photo she shared with a McDonald’s bag and the Hoboken Fire Department received over 220,000 ‘likes.’
The McDelivery Day campaign, fully integrated with customer experience strategy, influencer and experiential marketing, and product exclusivity, did a great job of promoting the new strategic partnership with UberEATS. Now that two big names in the fast food industry have joined forces to deliver not only food but new experiences, we are looking forward to seeing more of this kind of global activation.