Mumbai: In a first-of-its kind Twitter campaign to celebrate National Drive Thru Day, McDonald’s India West and South engaged Twitterati in a series of fun riddles as a part of their #DriveThruCodes campaign. Reaching over 1.3 million users organically, this engaging campaign received great engagement not only from followers but also leading automobile brands. The campaign was conceptualized and executed by 22feet Tribal Worldwide, part of the DDB Mudra Group.
Drive-thrus definitely are the flavour of the season offering customers a safe and convenient way of getting their favourite food. And a drive-thru experience is incomplete without a car. The #DriveThruCodes campaign described each car that comes to the drive-thru in a fun riddle. Users who guessed the correct answer were instantly rewarded with drive thru coupon codes. Some leading automobile brands such as Volkswagon, Tata Motors, Mercedes and Maruti Suzuki also joined this Twitter conversation making it all the more fun.
Arvind R P, Director- Marketing & Communications (West & South), McDonald’s India said, “In the current times, Drive-thrus have emerged as a customer favourite, offering them great convenience and safety, all at once. McDonald’s (West and South) has over 60 drive-thru restaurants and we wanted to create some buzz around National Drive Thru day to engage customers while promoting for our Drive-Thru service. The campaign beautifully combined the two objectives. The icing on the cake of course was getting top automobile brands to engage along with us.”
The campaign garnered 99% positive/neutral sentiments on Twitter. With an engagement rate of 9.1%, #DriveThruCodes trended at #29 pan-India, which further defined the success of this activity.
Elaborating on the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide said, “Drive thru day brought in some fresh thoughts. As they work only if people have vehicles, we recognized that consumers don’t engage with one brand in isolation but multiple at the same time. Being the feel-good brand that we are, we couldn’t focus just on ourselves anymore. The team decided to riddle Twitter about cars rather than our own menu to kickstart a little party. With people and even car brands gate-crashing, the response shows that the gamification connected really well.”
McDonald’s India (West and South) has over 60 drive-thrus across markets. Earlier this month, the brand also launched a unique on-the-go service on its McDelivery app which enables customers to place an order to pick their food in the comfort and safety of their own vehicle, from a pre-designated spot. With this, the leading QSR brand has virtually converted all its restaurants into drive-thru stores, at minimal cost.
Creative: Debashish Ghosh, Vivek Bhatia, Srishti Singh, Pradnya Parab, Trupti Jadhav, Nilanjana Dutta, Gitesh Kharade, Khevna Gandhi, Mohit Kundaikar, Varun Raheja.
Business: Preetham Venkky, Gaurav Magotra, Gatlin Raberts, Bunsi Issar, Sonali Savla, Raghav Chitra.
Insights + ORM support: Prateek Vora.
Data Sources: Twitter Dashboard, GetDay Trends, Konnect Insights.