Globally recognized for its iconic menu, McDonald’s has built a strong presence in the Philippines by combining global favorites with local relevance. With an expansive footprint, the brand continues to deliver accessible and enjoyable dining experiences to millions of Filipinos daily.
- Solutions
- Resources
- About
Asia
McDonald’s Philippines Reimagines Interactive Snack Discovery with InMobi Advertising
Solution
Understanding consumers, Identifying target audience, Engaging with customers3.5x
Higher Click-Through Rate (CTR)*
684 K
Footfall Visits Across McDonald’s Outlets in the Philippines
*Compared to the industry benchmark
"With this campaign, we set out to make snack discovery more engaging and relevant for our consumers. Partnering with InMobi Advertising and OMD Philippines, we transformed everyday snack cravings into interactive experiences, driving strong awareness and engagement, leading to store visits."
About McDonald’s Philippines
The Objective
As teen snacking habits fragmented amid the rise of novelty brands and competitors replicating snacking initiatives, McDonald’s sought to restore snacking relevance and excitement with Snack and Match. The brand aimed to drive discovery of affordable, limited-time flavors that celebrated everyday wins and encouraged store visits among teens and beyond.
The Solution
McDonald’s Philippines, in collaboration with InMobi Advertising and OMD Philippines, launched a mobile-first campaign designed to turn passive browsing into interactive snack discovery. Aligning with real consumer behavior, the campaign delivered intuitive, engaging experiences that guided users toward real-world store visits.
#1 Engaging consumers at relevant snacking moments
The campaign identified key consumer mindsets: students seeking quick, affordable bites and working professionals seeking convenient snack options. Using contextual and geo-targeting, McDonald’s connected with users in moments of intent, ensuring the brand showed up when snack decisions were being made.
#2 Creating audience-tailored creative experiences
InMobi Advertising deployed rich media interstitials with audience-tailored creatives: swipe-to-reveal formats for students and swipe-to-match experiences for practical snackers — making discovery intuitive and engaging. These interactive formats mimicked real-world behavior, helping users effortlessly explore snack combinations while boosting relevance and driving store visits.
The Results
Leveraging contextual and geo-targeting, along with audience-tailored creatives, the campaign drove strong engagement and translated digital interactions into substantial in-store visits, reinforcing McDonald’s relevance during everyday snacking moments.
10.01 Million
Impressions*
3.5x
Higher Click-Through Rate (CTR)**
684K
Footfall Visits Across McDonald’s Outlets in the Philippines*
*Source: InMobi Advertising internal reporting | ** Compared to the Industry Benchmark