TrackMyMacca App Transparency Campaign
•Télécharger en tant que PPTX, PDF•
2 j'aime•1,149 vues
McDonald's launched the TrackMyMacca app in Australia to increase transparency about their food supply chain and regain customer trust. The app uses image recognition and GPS to show customers the journey of ingredients in their food from farm to restaurant. In the first month, the app was downloaded nearly 46,000 times and over 60,000 people viewed the core messaging screens, demonstrating strong customer engagement with McDonald's transparency initiative.
Recommandé
Contenu connexe
Similaire à TrackMyMacca App Transparency Campaign
Similaire à TrackMyMacca App Transparency Campaign (20)
Plus de Anshul Pareek
Dernier
Dernier (20)
TrackMyMacca App Transparency Campaign
- 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 Product Recognition utilizes image-recognition Determine restaurant 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.