Situation:

McDonald’s Sweden has just established it’s McDelivery service which is now expanding all over the country.

Brief:

Show that McDonald’s are leading the way when it comes to convenience.

Objectives:

Make people talk about McDelivery. Make McDonald’s a natural part of hanging out with friends and family in the park during the summer.

The Picnic Position Blanket – a unique treat for everyone that loves burgers but hates getting up from a comfy blanket in the park. Delivery services in Sweden need an address to be able to deliver food to you. So we created a picnic blanket that serves as your address, making it possible for you to get your favorite burger delivered directly to your picnic spot. All you need to do is find your picnic spot and scan the qr code on the blanket. Your picnic position is then registered and deep linked to the delivery service you choose. So you’ll always get your burgers from the McDonald’s restaurant closest to you – freshly prepared with minimum waiting time.

The target audience was the general public, with a focus on the cities that offer the McDelivery service. Our approach was to create something that people would share and talk about in the parks around Sweden.

We produced 600 blankets that could be won via McDonald’s social media channels and the app. Then we invited followers via Instagram to get to specific parks in 10 Swedish cities on August 10 to claim their picnic blankets. The 400 remaining blankets where we handed out in less than two hours.

During the event, McDelivery orders were +21,8% compared to other Fridays. But most importantly, we solved a convenience problem and the brand became a natural part of picnic season.