With Facebook, we encouraged consumers to check-in at our stores to collectively unlock a nationwide deal for everyone. Tying back to Singapore’s 46th birthday, a challenge was set to achieve 46,000 check-ins to release a mystery deal. On the microsite, consumers could see how one region was performing versus another. The social space was swarmed with each region egging one another on to do better.On reaching 46,000 check-ins, a nationwide Buy-One-Get-One offer coupon was disseminated via owned social channels (McDonald’s Facebook page, McDonald’s Twitter and eDMs), as well as paid media channels like Facebook, Twitter and mobile; a social framework that drove immense talkability.People with ‘Fire in their Belly’ could work together for the benefit of the nation.

In just 9 days, we achieved more than 46,000 check-ins. Guest count increased 3.5% and sales by an eye-popping 7.3%!From McDonald’s internal research, “Taste of Food” improved by 6.5%, “Has Food I Can Eat Regularly” improved by 5.3% and ‘Value for Money’ increased by a massive 15.4%.The agency’s social media monitoring tools showed an overwhelmingly positive consumer response to the campaign and product in owned channels and more broadly across other social channels. More than 110 conversations online surrounding Chili McGrill afforded McDonald’s a 49% social SOV in the category since campaign launch.