Founded in 1940 in the U.S., McDonald’s has grown from a single drive-in in California to the world’s largest fast-food chain, serving over 69 million customers daily in 100 countries. In Switzerland, McDonald’s launched its first restaurant in Geneva in 1976 and has since integrated local tastes and Swiss quality ingredients. Today, McDonald’s Switzerland exemplifies the brand’s adaptability and commitment to local markets.
As McDonald’s Switzerland prepared to open a new branch in Winterthur in April 2022, the main challenge was to ensure immediate and substantial footfall. The goal extended beyond merely informing customers about the new location; it aimed to convert them into loyal patrons from the start to guarantee sustained visitor numbers. Traditional billboard advertising was becoming less effective, necessitating a more impactful digital solution. Furthermore, previous digital advertising efforts had proven to be quite costly, leading McDonald’s Switzerland to seek a reduction in their current CPM (cost per 1000 impressions) from CHF 5.
In addition, McDonald’s sought to leverage data-driven insights to accurately measure the effectiveness of their marketing campaigns, ensuring they achieved maximum return on investment and resonated deeply with their target demographic.
For their new opening in Winterthur, Mcdonald’s decided to test Gamification and implement it into their marketing strategy. Collaborating with Brame, they crafted a digital version of the timeless Scratch Card, a game familiar to many. Unlike traditional, in real-life distributed Scratch Cards, this digital version had a much wider reach as it was seamlessly integrated into McDonald’s social media channels, making it easily accessible to the brand’s vast online audience. Players would engage by virtually scratching off the card, with the objective of revealing three matching pictures in a row to win one of the three instant prizes: a McFlurry, a Cheeseburger, or a Cheese McMuffin.
The intelligent move in this strategy was two-fold. Firstly, the prizes were exclusive to the new Winterthur location, a clever tactic to enhance in-store footfall at the newly opened store. Secondly, by offering complimentary items, McDonald’s not only motivated winners to visit but also leveraged the potential of upselling. With customers more inclined to purchase additional products alongside their free prize, the digital scratch card campaign aimed to drive footfall to the new outlet in Winterthur, and simultaneously drive up the average basket size.
McDonald’s Switzerland’s strategic decision to create a gamified marketing campaign brought upon impressive results. Compared to previous digital marketing campaigns which had a CPM of 5.00 CHF, this innovative approach reduced the CPM by a notable 2.14 CHF. Furthermore, engagement metrics were exceptional: a staggering 95% of all visitors to the landing page completed the game.
But the success didn’t end online. Every second winner made their way to the new Winterthur branch to redeem their prize, significantly boosting in-store footfall. This in-person engagement had a domino effect: customers frequently made additional purchases to redeem their free game-won item when they arrived. This pattern not only increased the average basket size but also substantially uplifted sales over the three-week campaign duration. McDonald’s Switzerland expressed immense satisfaction with both the increased number of visitors and the sales uplift, marking the campaign as a resounding success.
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Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
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