McDonald’s Australia

McDonald’s is one of Australia’s most well-known brands with millions of customers each year. Their marketing and customer engagement activities – like a conversational chatbot to drive a brand partnership with 6 key AFL clubs – aim to deliver the same exceptional customer experience customers expect from McDonald’s instore and online.

Challenges

A simple play with a complicated backend

Highlights

  • Multiple parties involved in the backend
  • Maintaining McDonald’s brand voice
  • Seamless journey from campaign ad to chatbot to redeeming voucher

When a brand giant like McDonald’s Australia decides to do a high-profile partnership, there’s a lot at stake. Getting the promotion and the platform just right is critical.

The Pre-Game Routine promotion was a season-long campaign planned across six AFL clubs. Ads across channels funnelled thousands of fans into a single chatbot run through Facebook Messenger. By sharing their pre-game routine, AFL fans could earn food and drink vouchers for use on the myMaccas app.

What made the task more complicated was just how many hands were in that box of nuggets. Four different parties – McDonald’s Australia, Meta, an external communications agency and inGenious AI – had to align to make it happen.

“It needed to work seamlessly from the ads through to Messenger, and not negatively impact our customer service teams,” recalls Amy Phillips, Southwest Marketing Assistant with McDonald’s Australia.

Solution

Teamwork makes for seamless integration

Highlights

  • A conversational chatbot reflecting the McDonald’s Australia brand voice
  • Integration with Meta’s Facebook Messenger, McDonald’s CRM and the myMaccas app
  • Tailored reporting dashboard for chatbot and campaign

McDonald’s Australia had worked with inGenious AI on several previous chatbot campaigns so they knew exactly who to turn to.

“The relationship has evolved quite a lot since the first project,” says Amy.

“inGenious AI knew more about our brand, and we knew how the tech side of things worked this time around. We were able to tell them exactly what we wanted and they came back with a step-by-step plan to pull it all together,” says Amy.

Results

Launch kicks instant engagement goals

Highlights

  • 10,000+ chat sessions and 4,000+ vouchers issued
  • Boost to digital engagement and brand partnership recognition
  • New promotional opportunities via McDonald’s CRM

McDonald’s Australia was floored by how seamlessly the launch went. Despite many moving pieces, different agencies and levels of approval required, the entire chatbot was constructed in a matter of weeks and went live with no downtime or issues.

With the chatbot built and ready to go, the engagement with fans was immediate.

“We started 10,000 chat sessions during the campaign and gave away more than 4,000 vouchers to footy fans,” recalls Amy.

Impact

Score the data to build better campaigns

Highlights

  • Low cost 24/7 customer engagement
  • Data and insights tailored to McDonald’s business needs
  • Add value to high-profile brand partnerships

The customer engagement chatbot built by inGenious AI allowed McDonald’s Australia to engage with customers at a very low cost, on demand. The tailored dashboard also allowed McDonald’s Australia to keep a close eye on how both the campaign and the chatbot were performing.

The success of the campaign – and the resulting data – has helped cement the brand partnership between the 6 AFL clubs and McDonald’s Australia.

“One of our big goals was about brand love; really connecting with the AFL and the individual club fans. And we did that,” remarks Amy.