McDonald’s campaign for its MyMcDonald’s Rewards program kicks off today with commercials and a unique Twitter marketing tool that rely on people’s longstanding loyalty to the fast-food giant.
The breadth of the push shows how much emphasis McDonald’s is putting on its effort to forge deeper personal connections with its fans. It comes just over two weeks after the rollout of the program, which allows McDonald’s to track customer behavior and nudge people to order more—often through deals available to those who sign up. MyMcDonald’s Rewards comes years after the launch of loyalty programs at restaurants such as Domino’s and Starbucks, and McDonald's is using a variety of tools to entice customers to sign up.
Commercials center on the orders placed by a woman who ages from child to parent in 30 seconds of clips from restaurant visits, showcasing “the role McDonald’s has played in these people’s lives over time,” says Jennifer Healan, McDonald's VP of U.S. marketing, brand content and engagement.
McDonald’s has long used mass marketing, but now the world’s largest restaurant chain is trying to pull off personalization in new ways. On Twitter today, McDonald’s plans to engage with its “besties,” as it calls its committed Twitter followers. Fans who engage with a Twitter post on July 26 are set to receive a response based on the number of “likes” they’ve given McDonald’s over time. The move gives McDonald’s a unique way to track its true fans and try to forge deeper connections with them, while trying to get more people to sign up for MyMcDonald’s Rewards. Those who have had high engagement with the brand on Twitter may receive points in the loyalty program.
“I think our brand voice has come to life on Twitter in such a unique and humanistic way,” says Healan. “It felt like the right partner and the right way to engage.”