The Record Re-calculator smartphone and tablet app was part of the

McDonald's Family Initiative, a campaign that aimed at strengthening

McDonald's brand position as a place adults and children enjoy together

where there's always something fun going on.

Directed Facebook ads, in-restaurant media such as tray-liners, flyers,

wind masters, posters and video screens promoted the app. In addition,

digital components such as an electronic newsletter, McMail, and Facebook ads

were used. The strategy was to keep it simple, putting emphasis on how

McDonald's helps kids have a more active lifestyle and having fun in the

process.

We also wanted to make it possible for parents and their kids to get

together and have some fun with the Record Re-calculator, so we

arranged an event tour in Sweden in collaboration with radio station RIX

FM. At the events kids could playfully compete against each other, having

fun in a social environment. And of course there were diplomas and gold

medals for everyone participating.

The Record Re-calculator had over 25,000 downloads on iPhone, Android and

iPad, 140 percent over the KPI. And even though this was great, the most

amazing thing was the average time spent in the app: over 8 minutes, 8

times higher than expected. This tells us something about the great

interactiveness of the app, how well it related to the target group and of the

overall finish of the app. The campaign also beat important brand image

KPI:s in tracking such as 'a place adults enjoy', 'a place children enjoy' and 'has food I feel good about eating'.

So, we invented the Record Re-calculator, a smartphone and tablet app that transforms world

records from track and field events to individual records for kids to beat. In a fun and interactive

way, the kids entered parameters such as age and height and then the app calculated what

personal result they needed to beat in up to six different events.

The app was communicated in directed Facebook ads and in-store media such as trayliners,

digital screens, flyers and posters. Also, an event tour was set up around Sweden where families

could meet, letting the kids compete against each other in a fun and easygoing way, beating

their own world records. And of course there were diplomas and gold medals for everybody to

be had.

The Record Re-calculator had over 25,000 downloads on iPhone, Android and iPad, 140% over the KPI. And even though this was great, the most amazing thing was the average time spent in the app: over 8 minutes, 8 times higher than expected. This tells us something about the great interactiveness of the app, how well it related to the target group and of the overall finish of the app. The campaign also beat important brand image KPI:s in tracking such as 'a place adults enjoy', 'a place children enjoy' and 'has food I feel good about eating'.