CASE STUDY
McDonald's
How multi-language fry ads captured the attention and engaged Asian audiences.
Fry-YAY
The Objective
The Fry-Yay campaign ran in two different regions and seasons in 2023. The objectives of each were the same: to reach Asian consumer audiences interested in quick-service restaurant meal deals and meals on-the-go, as well as French fry lovers, in a highly engaging way. The goal was to encourage customers to spend more time with the brand and product in a fun manner and excite them to visit the stores, thereby driving fry sales.
The Solution
The creative solution for the Fry-Yay campaign was to leverage mobile functionalities to create a fun and engaging experience for customers. The campaign utilized the gyroscope functionality in customers' devices, allowing them to shake their devices to unlock images of French fries falling on the screen. This interactive approach aimed to deepen customer engagement with the brand playfully, encouraging them to spend more time interacting with the content.
To reach the core Asian audience, the four different in-language creative variations were targeted using demographic, contextual and location-based signals.
The Results
The Fry-Yay campaign delivered impressive results, directly aligning with its objectives. In Southern California, the campaign saw a significant increase in fry sales during the campaign period, with an 8% growth compared to the same period the previous year. Similarly, in D.C and Baltimore the campaign also experienced a substantial uplift, achieving a 7% increase in fry sales compared to the year-ago period.
The campaign achieved an impressive engagement rate 7% higher than the benchmark, and an average time spent that was 36% higher than the benchmark showcasing the depth of customer interaction and interest it generated.
Increase in Fry Sales YOY
Higher Time Spent vs. Benchmark