More than just a simple tray liner, McDonald’s created a social platform for entertainment and to stir conversations with users. By using a Facebook Messenger Bot, the brand created a series of immersive experiences where the user, by synchronizing the tray liner with Facebook messenger, was invited to play a series of games, in the format of board games. Enigmas, adventure games, races and much more.

1.642 different phrases were created, which brought more veracity and humor to the chat. TrayQuest also shared links, videos and audio messages. All that was needed to maintain a natural dialogue with consumers and their friends.

TrayQuest innovated by creating a new, real time relationship experience with consumers at McDonald’s during meals.

Using the chatbot from Facebook Messenger, we developed an extensive decision tree, where all paths awarded the user with a coupon. This flowchart became the base for the development of the artificial intelligence that sustained the dialogues via SMS, video and audio, with a very natural language. This generated over 9 million interactions during the first 10 days.

The execution took place as a test in 50 restaurants in Sao Paulo, and organically obtained astronomical numbers in the first week alone. This was then amplified to 907 restaurants all over Brazil.

Much to our surprise, developing this project with technology from Facebook, exceeded our expectations in a very positive manner. In only 7 days, 175 thousand unique users were generated and they interacted, in average, during 4’47 through Facebook Messenger Bot. Over 30 thousand coupons were generated.

27, 91% of the tray liners were activated and 42, 7% of the people who played, did so all the way to the end.

The truth is that Facebook has become more than an interaction platform. Today it is a great hub for data and consumer behavior for the brand. Allowing for the discovery of a lot of information about McDonald’s lovers. And thanks to social networks, all of this took place in an organic manner. Without any media investment.