McDonald’s Surprise Alarm App

The Challenge

Our task was to go beyond creating a campaign hit to cultivating a consumer habit, from ads to activation, and take McDonald’s from food delights to delighting the customer.

The Idea and Execution

A surprise every morning to wake up your morning person. The McDonald’s Surprise Alarm app wakes users up in a unique and rewarding manner: by surprising them with fresh, interesting content every morning – even possibly a breakfast treat. It gives users a great reason to wake up for breakfast and enjoy a great start to their days.

From fun and quirky entertainment, free downloadable music tracks to free McDonald’s food items. Whatever the surprise, there’s always a happy reward waiting for customers at the end of their alarms.

The Results

Within a week of its launch, the app soared to the number 1 spot in Singapore on the iTunes App Store and the Google Play New Free App charts! And has stayed amongst the top three in the week since. More importantly, it created a conversation amongst McDonald’s customers – both online and offline – where users exchanged updates on the surprises that woke them up, educating each other on how to redeem the surprises, and wondering what their next surprises might be.