Mc DONALD Marketing Strategy.

1. Integrated Marketing
Communication Campaign-
McDonalds TrackMyMacca App
Presentation by:
Anshul Pareek
Bhola Singh
Karthik M.D
Lokesh Vasnani
Mayuri Negi
Nishchay Garg

2. McDonalds Introduction
• The world's largest chain of hamburger fast food
restaurants.
• Started in 1940 as a barbecue restaurant operated by
Richard and Maurice McDonald's
• A McDonald's restaurant is operated by either a franchisee,
an affiliate.

3. Situation Analysis
• Consumers have questions about their food and the
journey it goes on before it arrives on the plate.
• So McDonald’s Australia decided to start a campaign to
regain the interest of people.

4. Campaign Objectives
• Gain costumers trust
• Allow customers to have their questions about food
answered while in restaurant
• Bring out Transparency
• Regain Trust among people
• Witness Quality
• Increase Sales

5. Strategy and execution
• As a business, McDonald’s invests significantly to help
answer these questions in new
• Find innovative ways
• The TrackMyMacca’s app targets just that.
• Information processed by a customized API, Unity4, and
Vuforia technologies.
• Partnered with the date, time and McDonald's supply chain
date, it then reveals the journey of the ingredients in their
food.

6. Iphone app
Track my
maccas
Use of GPS
Determine
restaurant
utilizes image-
recognition
Product
Recognition
Date and time
McDonald's
supply chain
Journey of
Ingredients

7. Results
• In the first month of its launch, TrackMyMacca’s was
downloaded 45,883 times (once per minute!).
• Strong Engagement, with 62,219 views of our core messaging
screens.
• Close to 25% of all our app’s users engaged with the full
TrackMyMacca’s journey.
• Outside of the app, we’ve had over 50,000 people view our
demo video without the help of any paid media.