McDonald’s is one of the most recognizable brands in the world with more than 36,000 restaurants in over 100 countries.
In a crowded marketplace where brands increasingly compete for consumer attention, InMobi led us in exceeding our brand awareness campaign and brand uplift study benchmarks through their innovative gaming experience, driving nearly half a million engagements that encouraged consumers to redeem treats through their McDonald’s App.
In comparison to previous loyalty campaigns in 2021, phase three of the campaign performed consistently with high engagement and click-through rates.
InMobi reached a total of 1.01M unique users, driving over 400k engagements and over 41k clicks. English creatives garnered 42% of impressions at a click-through rate of 2.64%. The engagement rates were highest for English creatives at 13.07%.
Users in the 18 to 35 age group from diverse backgrounds with various interests in food, shopping, entertainment, music, and tech interacted most with the ad unit.
The campaign was a huge success for McDonald’s, highlighting the power of in-app advertising as a medium, as well as the potential around gaming-focused creative.
Following the campaign, InMobi ran a brand uplift study that resulted in high ad and brand recall among exposed audiences. Campaign recorded 50% higher Brand awareness than the control group and ~45% higher preference than the control group. The results are almost 10% higher than other similar brands in the QSR vertical.
