The Brand Objective

McDonald’s wanted to promote its classic beef burgers in the Middle East and drive maximum global brand awareness and consideration to its most popular menu items. The challenge lay in reinvigorating consumer enthusiasm for McDonald’s most iconic beef burgers.

In order to achieve this, McDonald’s, along with StudioM and Publicis UAE, worked with InMobi to come up with an upper funnel mobile strategy that targeted foodies and fast-food lovers in the region, including Riyadh, the capital and largest city of Saudi Arabia, and Jeddah, a city in the Hejaz region of Saudi Arabia and one of the country's main commercial centers.

The Solution

To create a unique and gamified mobile campaign that showcased the use of classic and enhanced hamburger ingredients, McDonald’s, StudioM and Publicis UAE used InMobi's first-party audience segments, which have been built over the years by determining first-party SDK data, app type, and app usage patterns.

McDonald’s also worked with InMobi to continuously optimize the campaign on high performing sites to ensure it was reaching relevant, target audiences in a fun and engaging way on mobile channels.